Racing and gambling company the Hong Kong Jockey Club (HKJC) aims to transform into global entertainment firm.
HKJC has announced that it will be re-positioning itself as an international sports entertainment outfit, rather than only focusing on racing and betting. The goal is to expand beyond traditional racing spaces and beyond Hong Kong.
The arms it will focus on include equestrian sports, music, and lifestyle content, added on top of the racing audience it has already built. As part of this redesign of its offering, the Club has teamed up with an existing global entertainment company, XIX.
The Hong Kong Jockey Club is not entirely starting from scratch, with initiatives like the Happy Wednesday brand already in place to help bridge the gap. This puts celebrities and lifestyle performance at the race track, aiming to enhance visitors’ experiences while betting.
Who does the Hong Kong Jockey Club want to appeal to?
The push to expand the Club’s horizons stems from a desire to appeal to more people, both demographically and geographically. Specifically, the HKJC wants to build up a younger audience, as well as expand into mainland China – and beyond.
According to Next.io, the Club’s management believes that integrating entertainment into the company will build up greater recognition of the brand. This kicks off with the first collaboration between the HKJC and XIX Entertainment: global pop group, Now United.
Now United features young performers from around the world, with an existing social media following of over 40 million. The new collaboration kicks off with a search for a new member in Hong Kong, giving the winning individual professional training and international mentorship. To integrate with the Hong Kong Jockey Club’s existing audience, the program will include performances at race courses.
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