Hong Kong Jockey Club has announced its plan to become a global sports entertainment brand following a strategic partnership with XIX Entertainment.
The Asian operator said the decision was made to create more value for its community via an integrated racing, equestrian sports and entertainment experience.
By aiming to become a global brand, Hong Kong Jockey Club (HKJC) said not only will it able to connect to a younger generation and expand its fan base but also reach out to a “global and mainland audience” and become the “premier destination” for horseracing around the world.
This would allow the HKJC to contribute to the improvement of Hong Kong’s economy, and be part of the region’s ambition to become a home for international exchanges and cooperation.
Winfried Engelbrecht-Bresges, HKJC CEO, said in a statement 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”, and added that the new partnership “perfectly matches Hong Kong’s aspiration to expand its global connectivity”.
Through the partnership with XIX Entertainment, XIX’s global pop group Now United will begin performing at Hong Kong racecourses to promote positive stories of Hong Kong and racing to their millions of fans.
Simon Fuller, XIX founder, 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 horseracing.
“This is an incredible city, full of potential, with so many stunning iconic locations to share with the world.”
The HKJC is also working with the China Tourism Group to promote its world-class racing sport in mainland China.
The post Hong Kong Jockey Club to transform into a global sports entertainment brand first appeared on EGR Intel.
Asian operator partners with XIX Entertainment with aim of becoming the “premier destination” for horseracing globally
The post Hong Kong Jockey Club to transform into a global sports entertainment brand first appeared on EGR Intel.