The Heart of Horse Racing

DISCOVER

You got to have the love of the horse, number one. Because without that,
we wouldn’t be here.”

– Frankie Dettori, JOCKEY

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Our mission is to win over the hearts and minds of a new generation of fans while nurturing the passion of our existing community.

We’re committed to making horse racing more inclusive and accessible—celebrating its rich history, while creating new stories for future generations.

Reframing Horse Racing’s Image

By promoting inclusivity and emotional storytelling, the campaign will reshape public perception, boosting brand loyalty, broadening appeal, and increasing the sport’s cultural relevance, which directly drives long-term value.

Connect with a Community

With a focus on accessibility and family-friendly experiences, the campaign will bring new fans to the tracks, driving ticket sales and event sponsorships while revitalizing the sport’s in-person appeal.

Grow Fans and Ownership

By expanding the sport’s reach, the campaign opens up fresh revenue opportunities from younger, tech-savvy audiences ready to engage with the sport online to a renewed interest in ownership.

We Have an Opportunity

The experts are already sharing their emotional stories and love for the horses and the industry. The consumer is expressing an interest in the sport and to learn more from the experts. This is our chance to make the connection and share the heart of horse racing.

But we need your help.

Collective Voice of Horse Racing

This season, we’ve spent countless hours gathering the voices of those who make horse racing what it is. The jockeys, trainers, owners, and fans who live and breathe the sport every day. Together, they represent the collective heart of horse racing—their stories are the beating pulse of our campaign, driving us to reconnect with old fans and inspire new ones.

The Jockeys

“I have young people, jockeys going to race, they always ask me any advice and the number one advice is the love of the horses.”

Frankie DettoriJockey

“We want to make sure the future is safe for horse racing. Everything else is second place.”

Junior AlvaradoJockey

“We all love these horses. I think the people who feel like we are harming horses, they forget about the human on the horse. You’re not going to find one guy that doesn't love his horse.”

Kendrick CarmoucheJockey

“I got into horse racing because of the love of the horses. For the sport to continue going forward, the whole industry needs to come together and do what’s best for the horse.”

John R. VelazquezJockey

The Trainers

“We've come a tremendous way over the last four or five years, and I think it shows with a lot of the numbers and the safety regulations that have been put in have definitely made the game safer for the horse and the human as well. ”

Brad CoxTrainer

“I've had people that have gone for the first time and they had no idea what they were getting into and they all said, boy, that was a great afternoon.”

D. Wayne LukasTrainer

“Fans are the key to the sport and they’re the ones that we need to cater to and understand that they’re the ones that drive the industry.”

Todd PletcherTrainer

“We are in a sprint now to make ourselves relevant and exciting again to a generation if not two, this isn’t grandpa’s sport, this isn’t your dad’s sport, this is our sport and it’s now.”

Jena AntonucciTrainer

The Owners

“The world’s different today, and I think the industry is at a crossroads…we’re not showing the world who we are and what these horses mean to us.”

Tina BondManaging Partner of Bond Racing Stable and Co-Owner of Song Hill Thoroughbreds LLC

“I think the messaging hasn’t been developed in a way that has changed the stigma in a long time…but I think it could easily be changed and the sport could be easily grown exponentially if the messaging changes.”

Jayson WerthPart Owner of Dornoch

“The ultimate goal is to change the perception of the sport, to give people a true understanding of what this game is about in terms of the care of the equine athlete, and then attracting new ownership in the game because that's the future of the sport.”

Dennis Cornick Part Owner of Flightline through West Point Thoroughbreds

The Fans

“My great grandpa took my grandpa, and he took my mom here. Since I was a baby, my parents took me here. I’ve just grown up here, I always visit the jockeys every race. I watch the races and it’s like home here.”

NoahFan

“We love it here. We have so much fun. We look forward to it every year and it's a common place for us to actually get together and a reason to have so much fun as a group. We've known each other for 25, 30 years and we always come back here to get together.”

RebeccaFan

“It's not your typical everyday football, baseball. We came up to Saratoga to kind of see what the town was all about. We're from Boston. It's just very cool vibes around here. Everyone's friendly, and it's just cool to experience this different type of sport.”

Courtney & HudsonFans

“I always thought they were the most beautiful creatures ever. And then last year we came here for an alumni event and first time ever I got to see them race. I thought it was the most beautiful, cool experience.”

CharlieFan

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Having heart has advantages

Reinvigorate the sport and ensure it thrives for years to come

Connect with a community of passionate horse racing enthusiasts

Gain exclusive insights on the latest industry news and events

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