Hong Kong - The Hong Kong Jockey Club (HKJC) has unveiled a new initiative aimed at repositioning itself as a global sports entertainment brand. This strategic move signals a shift from its traditional role as primarily a racing institution towards becoming a broader cultural and entertainment platform, centered around horse racing, equestrian sport, and lifestyle content. According to the HKJC, a key element of this transformation strategy involves a collaboration with XIX Entertainment, a prominent firm known for its global music and media ventures.

The HKJC has stated, as reported by iGaming Times, that it intends to leverage this transformation to enhance Hong Kong’s visibility on the international stage, promoting it as a hub for international exchange, tourism, and connectivity. A particular emphasis will be placed on appealing to younger audiences and engaging a wider demographic across Mainland China and beyond. Part of the strategy involves a curated integration of sport, entertainment, and digital storytelling, with the aim of reinforcing the human-horse connection as a potent cultural symbol.

Collaboration with XIX Entertainment and Now United

A significant component of the HKJC’s partnership with XIX Entertainment is the launch of a talent search based in Hong Kong. This search is designed to find the next member of Now United, a global pop group with a substantial online following of 40 million. Auditions for the talent search commenced on May 12, 2025, and are open to individuals aged 18 and above. The initiative will incorporate reality video content and music productions filmed locally in Hong Kong, with the goal of showcasing the city’s creative talent on a global platform.

As part of the collaboration, Now United is expected to perform at racecourse venues in Hong Kong and share content directly with their vast online audience. Through these efforts, the HKJC hopes to expand its cultural footprint and create engaging narratives around Hong Kong and its vibrant racing scene, thereby connecting with audiences far beyond its traditional base of racing enthusiasts.

Potential Future Betting Offerings

Looking ahead, the HKJC is also exploring potential expansions in its betting offerings. Last year (2024), the Club expressed its intention to explore the possibility of offering NBA betting, subject to gaining approval from the government. The HKJC CEO suggested at the time, as reported by iGaming Times, that legalising basketball betting could be an effective strategy to redirect a significant number of users away from illegal markets. The estimate was that 60 percent of the 150,000 individuals currently betting unlawfully on basketball could potentially be brought into regulated channels through a legal offering.

The broader illegal sports betting market in Hong Kong is estimated to involve over 560,000 people and generate a substantial turnover of HKD350 billion (equivalent to approximately €40.4 billion). This illegal activity is reported to be partly driven by digitalisation and the increasing usage of cryptocurrency. Basketball alone is estimated to account for 15 percent of this illegal market turnover. Exploring regulated betting options like NBA wagering is seen as a potential tool for the HKJC to combat this extensive black market activity.

Cultural Engagement and Future Outlook

The HKJC also views the upcoming year 2026 as a strategic opportunity to deepen its cultural engagement through entertainment and storytelling. In a LinkedIn post, as stated by the HKJC and reported by iGaming Times, the Club highlighted 2026 as a perfect moment to leverage entertainment, lifestyle, and social content to foster new connections and promote passion around the symbolism of the horse - its heritage, power, elegance, and the emotion it evokes.

In conclusion, the Hong Kong Jockey Club’s initiative, marked by its collaboration with XIX Entertainment and efforts such as the Now United talent search, signifies a strategic commitment to broaden its appeal and redefine its identity. The Club is aiming to position itself and Hong Kong as a global sports entertainment destination, leveraging its core horse racing heritage while exploring potential future betting expansions, such as NBA wagering, as a means to combat the illegal market and secure a more diversified future.