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The Hong Kong Jockey Club (HKJC) recently announced a new initiative aimed at turning it into a global leader in sports entertainment.

The HKJC wishes to expand beyond its current role of racing and betting. According to an announcement, the company intends to become a global sports entertainment hub.

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The company will continue to cover racing but add equestrian sports, music, and lifestyle content. This will allow it to diversify its revenue streams and improve its position among other sports organizations.

XIX Entertainment, a new strategic partner, will be central to the initiative. The collaboration aims to provide content for younger audiences on an international level.

Hong Kong is also interested in introducing basketball betting, which has attracted attention from the growing number of tourists. The HKJC’s racecourses are still performing exceptionally well, attracting over 143,000 international visitors in the current season.

In its announcement, the HKJC noted that this encouraging tourist attendance owes a great deal to the support for racing tourism in the recent Hong Kong CE Policy Address, and to the efforts of the Culture, Sports and Tourism Bureau and the Hong Kong Tourism Board in promoting Hong Kong horse racing globally.

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The HKJC’s CEO, Winfried Engelbrecht-Bresges, was excited to announce new plans that will allow the Club to contribute even more to Hong Kong. He noted that the Club’s intention is to enter entertainment, lifestyle, and social content in 2026.

Noting that 2026 is the year of the horse, Engelbrecht-Bresges believes that the coincidence creates a symbolic moment for the company, which has experienced growth to date in large part because of horse racing. 

Simon Fuller, the Founder of XIX, also commented that collaborating with Hong Kong and the Jockey Club is an exciting move to create something aspirational and positive. 

“I believe there is an important opportunity to bring inspiring and joyful entertainment to Hong Kong and Horse Racing. This is an incredible city full of potential with so many stunning iconic locations to share with the world,” he added.

Fuller also noted that his global pop group, Now United, is also in Hong Kong, and teased that this represents the first of many announcements. Now United is a multi-cultural global pop group featuring young dance and musical talent from around the world. With its focus now on Hong Kong, the group is searching for its next member.