The Hong Kong Jockey Club (HKJC) says that it plans to become a ‘global sports entertainment brand’, showcasing the city as a ‘center for global exchange, connectivity and tourism’.
According to a release late on Monday, the move is being done in part via a strategic partnership with entertainment group XIX Entertainment.
In specifying its focus, the group indicates that it aims ‘to create a holistically integrated racing, equestrian sports and entertainment experience, which will enable the Club to expand its fan base, especially among 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’.
The move is expected to be bolstered via its new strategic collaboration with the China Tourism Group to promote sports racing in mainland China.
Regarding XIX Entertainment, the HKJC’s first step is to bring its global pop group Now United to Hong Kong. This move is expected to ‘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’.
The collaboration will see a talent search in Hong Kong for the next member of Now United, encompassing a talent search, 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’.
Auditions started on Monday.
