Hong Kong Jockey Club has entered into a strategic partnership with entertainment brand XIX Entertainment (XIX), with the first collaboration bringing XIX's global pop group, Now United, to the city.
The Hong Kong Jockey Club has unveiled plans to become a premier destination for sports and entertainment, as it looks to expand its influence and reach beyond racing enthusiasts.
The racing club, founded in 1884, offers a range of options for events, including meeting spaces, private tours for groups, entertainment and event catering. It has entered into a strategic partnership with entertainment brand XIX Entertainment (XIX). This will see the venue enhance its existing racing visitor experience, with the aim of expanding its fan and visitor base to a wider global and mainland audience.
The Club says this initiative ‘perfectly matches Hong Kong's aspiration to become a hub for international exchanges and cooperation, as well as a centre for international cultural exchange’. The first collaboration will bring XIX's global pop group, Now United, to Hong Kong.
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.
Simon Fuller, 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."