Hong Kong Jockey Club sets sights on global sports entertainment future
The Hong Kong Jockey Club (HKJC) has unveiled an initiative to position itself as a global sports entertainment brand. The move signals a shift from a traditional racing institution to a broader cultural and entertainment platform centred around horse racing, equestrian sport, and lifestyle content. According to HKJC, the strategy includes a collaboration with XIX Entertainment, a prominent entertainment firm known for its global music and media ventures.
The HKJC said it intends to use this transformation to enhance Hong Kong’s visibility as a hub for international exchange, tourism and connectivity. Emphasis will be placed on appealing to younger audiences and engaging a wider demographic across Mainland China and beyond. Part of the strategy is a curated integration of sport, entertainment and digital storytelling, reinforcing the human-horse connection as a cultural symbol.
Now United talent search highlights cultural strategy
A key element of the HKJC’s partnership with XIX Entertainment is the launch of a talent search in Hong Kong for the next member of Now United, a global pop group with a large online following. Auditions, which began on 12 May, are open to individuals aged 18 and above. The search will include reality video content and music productions filmed locally, with the aim of showcasing Hong Kong’s creative talent on a global stage.
During their time in the city, Now United will perform at racecourse venues and share content with their 40 million followers. Through these efforts, the HKJC hopes to expand its cultural footprint and create engaging narratives around Hong Kong and its racing scene, connecting with audiences far beyond its traditional base.
Future betting prospects
Last year, the HKJC expressed its intention to explore NBA betting, subject to government approval. The Club CEO suggested that legalising basketball betting could redirect large numbers of users from illegal markets, estimating that 60 percent of the 150,000 individuals currently betting unlawfully on basketball could be brought into regulated channels.
The broader illegal sports betting market in Hong Kong, driven in part by digitalisation and cryptocurrency usage, was estimated to involve over 560,000 people and to generate a turnover of HKD350 billion (€40.4 billion). Basketball alone accounted for 15 percent of that figure.
Looking ahead to 2026
The HKJC also views the upcoming 2026 as an opportunity to deepen cultural engagement through entertainment and storytelling. In a LinkedIn post, HKJC said next year is the perfect moment to use entertainment, lifestyle and social content to foster new connections and promote passion around the horse – heritage, power, elegance and emotion brought to life.
