Jockey Club announces plans to become a global sports entertainment brand and to showcase Hong Kong as a centre for global exchange, connectivity and tourism

Today (12 May), The Hong Kong Jockey Club (the Club) announced the launch of a major initiative to transform itself into a global sports entertainment brand with the ultimate aim of creating even more value for the community. In support, the Club has entered into a strategic partnership with XIX Entertainment (XIX), one of the world’s top entertainment brands.

Winfried Engelbrecht-Bresges, CEO of The Hong Kong Jockey Club (left) and Simon Fuller, Founder of XIX Entertainment (right) officiate at the launch ceremony.

Over the past 20 years, The Hong Kong Jockey Club has become a world-class racing brand. Its Group 1 races and superstar horses feature strongly in the world rankings, with two of the world’s best horses currently based in Hong Kong. Some of the world’s best jockeys and trainers are in Hong Kong. The Club’s racing is broadcast to millions of fans across five continents, with 25% of its income now derived from overseas. The Club’s racecourse facilities are second to none. And through its Happy Wednesday brand, which showcases sports with entertainment, and major raceday events featuring international and Hong Kong stars, combining lifestyle and entertainment, the Club has developed a highly attractive racecourse entertainment experience.

Winfried Engelbrecht-Bresges, CEO of The Hong Kong Jockey Club (left) and Simon Fuller, Founder of XIX Entertainment (right) officiate at the launch ceremony.

All of this has enabled the Club to significantly increase its support for the community. In 2023/24 alone, the Club contributed a record HK$40.1 billion in tax and approved charity donations. It has also made racing a highly attractive visitor experience, with over 143,000 tourists visiting the racecourses so far this season. 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.  The Club is also grateful for the new strategic collaboration with the China Tourism Group in promoting the Club’s world-class racing sport in the Mainland.

During a dialogue session, Winfried Engelbrecht-Bresges, CEO of The Hong Kong Jockey Club (right) and Simon Fuller, Founder of XIX Entertainment (centre), exchange views on how their partnership can showcase Hong Kong as a centre for global exchange, connectivity and tourism.

Now the Club’s vision is to go one step further - to become a global sports entertainment brand. In other words to create a holistically integrated racing, equestrian sports and entertainment experience, which will enable the Club to expand its fan base, especially to the younger generation, and to reach out to a global and Mainland audience. Ultimately the aim is to become the premier destination for global horse racing and equestrian sports.

This, the Club believes, perfectly matches Hong Kong’s aspiration to become a hub for international exchanges and cooperation, as well as a centre for international cultural exchange as outlined in the National 14th Five-Year Plan. It will also enable the Club to contribute even more to the betterment of society.

Winfried Engelbrecht-Bresges, CEO of The Hong Kong Jockey Club (7th left); Simon Fuller, Founder of XIX Entertainment (6th right); Club management and other guests pose for a group photo at the ceremony.

As a first step, the Club is delighted to partner with XIX under the leadership of its visionary founder, Simon Fuller. The first collaboration will bring XIX’s global pop group, Now United, to Hong Kong. The first initiative, Now United, will give Hong Kong’s talent a chance to shine on the world stage, while through social media and racecourse performances the group will share positive stories about Hong Kong and Hong Kong racing with their millions of fans around the world.

Now United is the world’s first global pop group. With 19 performers from around the globe, they have a mission to bring music and dance to the world.

Winfried Engelbrecht-Bresges, CEO of The Hong Kong Jockey Club said he was excited to announce the Club’s plans to become a globally recognised sports entertainment brand, which will enable the Club to contribute even more to Hong Kong. Holistically integrating entertainment, racing and equestrian sport, at its heart will be a celebration of the strong bonding between horses and humans. This, he said, perfectly matches Hong Kong's aspiration to expand its global connectivity. Finally, looking ahead to the Year of the Horse in 2026, it 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.

Winfried Engelbrecht-Bresges, CEO of The Hong Kong Jockey Club announces the strategic partnership between the Club and XIX Entertainment.

Simon Fuller, the British-born Founder of XIX, said “I am excited to be collaborating with Hong Kong and the Jockey Club 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, “my global pop group Now United being here in Hong Kong is the beginning of many more exciting announcements in the coming months, leading to celebrating the year of the horse.”

Now United is the world’s first global pop group. With 19 performers from around the globe, they have a mission to bring music and dance to the world.

Now United is XIX’s multi-cultural global pop group, featuring young musical and dance talent from across the world. The collaboration with the Club will see a talent search in Hong Kong for the next member of the group. The finalist will receive masterclass training from top-class professionals at XIX Entertainment’s Academy of Pop. There will also be a reality series and music videos filmed with Now United during their stay in Hong Kong, to be shared with their 40 million social media followers across multiple platforms around the world.  Hong Kong audiences will also have the opportunity to enjoy Now United’s live performances at the Club’s racecourses and at the LONGINES Hong Kong International Races in December 2025.

The search for the next member of Now Unitedin Hong Kong will begin with auditions for people aged 18 or above starting from today (12 May). For application details, please visit https://nowunited.com/newmember/index_en.php.

Basketball icon Allen Iverson visited ELCHK Hung Hom Lutheran Primary School yesterday afternoon (16 September), where he met 30 local students of the Rising Stars 3×3 Basketball Development in Primary Schools Programme under the Jockey Club Believe & Bounce Basketball Programme: InspiringHK Dream Factory. Funded by The Hong Kong Jockey Club Charities Trust and organised by InspiringHK Sports Foundation (“IHKSports”), the three-year programme promotes participation in 3x3 basketball and supports students’ development through sports. The school visit was a special activity arranged by IHKSports to enrich participating students’ learning experience where Iverson provided mentorship and skills guidance, as well as shared personal stories of resilience with the students.

Allen Iverson and Mr. William Fong, Chairperson of IHKSports, interact with primary school students .

The vision of IHKSports is "Better Youths, through Sports". This activity exemplifies its commitment to promoting the physical development and character building of children and youth through basketball.

Allen Iverson receives a souvenir from participating students.

During the activity, 30 primary school students showcased their skills and teamwork under the guidance of the coaching team. Iverson observed the session and personally offered guidance and encouragement. In addition, Iverson took part in a sharing session, answered students’ questions, and discussed how to overcome adversity, maintain self-confidence, and pursue their dreams. The activity concluded with a group photo session, during which Iverson presented souvenirs, including a signed basketball, creating unforgettable memories for the students.

Allen Iverson speaks to a student about resilience, overcoming adversity.

Mr. William Fong, Chairperson of IHKSports, said: "Allen Iverson's basketball career is a powerful testament to the true strength of sport. It demonstrates the importance of resilience, hard work and confidence. His journey is built on constantly pushing his limits and never giving up. We hope this rare exchange opportunity will help young people appreciate that regardless of their starting point, perseverance can help them find their own path to success. IHKSports will continue to use sport to inspire the younger generation to pursue their dreams and carry a proactive spirit into their studies and daily lives."

Allen Iverson receives a souvenir from Mr. William Fong & local artist Mr. Roy Cheng.

Sharing session and interactive Q&A featuring Allen Iverson.

Sharing session and interactive Q&A featuring Allen Iverson.

Event Highlights

• Training session under the Jockey Club Believe & Bounce Basketball Programme: InspiringHK Dream Factory - Rising Stars 3×3 Basketball Development in Primary Schools Programme

• Sharing session and interactive Q&A featuring Allen Iverson

• Group photo session and souvenir presentation ceremony

• Commemorative basketball signing session with Allen Iverson

Sharing Session by Hong Kong A1 Division basketball player, Mr. Anthony Groot Baltink.

Sharing Session by Hong Kong A1 Division basketball player, Mr. Anthony Groot Baltink.

This special activity not only offered students a rare opportunity to interact with a world-renowned basketball icon, but also sought to inspire the next generation through Iverson's personal story. By sharing his experiences, IHKSports hoped to encourage young people to pursue their aspirations with determination, overcome adversity, and build resilience both on and off the court.

Group photo.