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Q & A With Breeders’ Cup President and CEO Drew Fleming

This past year was a good one for the Breeders' Cup. Returning to Keeneland for the first time since the pandemic year of 2020, the event generated a global wagering total of $189.1 million, which set a record, 3.4% higher than the previous mark. The Breeders' Cup also produced big numbers when it came to the total economic impact for Keeneland, Lexington and the surrounding community. It was announced Friday that a survey conducted by University of Louisville Economics Professor Thomas E. Lambert, Ph.D., showed that the Breeders' Cup was responsible for a total estimated economic impact of $81,846,897. It was the second-highest economic impact recorded in Breeders' Cup history, following the record set in 2017 at Del Mar. On the track, it was a spectacular two days of racing, highlighted by a memorable win by Flightline (Tapit) in the Breeders' Cup Classic.

How is it that the Breeders' Cup's momentum never seems to wane and what's ahead for racing's championship event? We posed those questions and more to Breeders' Cup President and CEO Drew Fleming.

TDN: The handle figures are particularly impressive as the Friday card yielded a record $66.1 million in handle and the Saturday card produced $122.9 million in handle, also a record. What has caused the growth in handle and what needs to be done to see that it continues to grow?

DF: We are very grateful to the horseplayers that have been supporting us and our Thoroughbred industry for a long time. At the Breeders' Cup, we take pride in the fact that we have the best horses in the world competing, which equates to really great betting races. Additionally, the Breeders' Cup, for many years, has been conducting its own global pool and we had 27 countries last year bet into the common pool. We had an additional six countries betting separately. One of the things that the company continues to invest in, not only in time but capital, is in the awareness of the Breeders' Cup as a whole. We felt we ran an effective awareness campaign last year, which caused an increased consumption of content as well as generating additional wagering dollars.

TDN: As they are proud of saying, Lexington is the horse capital of the world. There are racing fans all over the country, but it's just different in Lexington. How does that factor into the success of the 2022 Breeders' Cup?

DF: The moment you get off the plane in Lexington, Kentucky, horse racing is in the air. You go to a restaurant, a bar, a coffee shop, people are talking breeding, training, owning race horses. It's a way of life. The city was so welcoming. Unfortunately, in 2020 we weren't able to have fans due to the pandemic. We told the city we would be back as soon as we could. We were able to come two years later and deliver on that promise and they could not have been more thankful. The hospitality was everywhere. People were thrilled to have fans back and were also very thrilled to have the World Championships back in Lexington and to be able to showcase our industry.

TDN: The 2020 numbers aren't applicable because of the pandemic. Before that, the last Breeders' Cup at Keeneland was in 2015. The economic impact numbers from 2015 to 2022 increased by 27.8%. What was different about 2022 versus 2015 that the number increased the way that it did?

DF: A couple of things played a role. The brand and the demand for the Breeders' Cup continues to grow. Last year, we had people from all 50 states purchase tickets as well as 18 countries. Because the brand continues to grow we continue to see investment not only in the Breeders' Cup but in the surrounding areas when we are there.

TDN: It's not just Lexington. The entire state of Kentucky is horse-crazy and Louisville is also a great racing town. We haven't seen the Breeders' Cup at Churchill Downs since 2018 and it is not scheduled for there either this year or next. Is there any reason for that and what is the status of the event returning to Churchill Downs?

DF: Churchill is a great partner and we enjoy working with them and had a very successful Breeders' Cup there in 2018. Normally, we don't talk about future host sites until we have made a host site announcement. With the impact and the success of the past few times we have been in Kentucky, I anticipate that shortly in the future we will be back in Kentucky.

TDN: You had a superstar in the Breeders' Cup this year in Flightline. What impact did he have and can you address both the business aspects of the event and the excitement level that he brought to the event. Fifty years from now, people will still be talking about his win in the Classic.

DF: NBC compared Flightline's performance to Secretariat. Any time you have a horse like that there will be increased interest, not only for the Breeders' Cup but for the sport as a whole. It was amazing to see him deliver in the horse capital of the world. Being a hometown boy, seeing him come around the turn and the energy he generated was just amazing. It's something I will remember for the rest of my life. One thing about the Breeders' Cup that we are so proud of is that we know we're going to have the best horses in the world competing. In 2015, we had American Pharoah, who was the first 'grand slam' winner. That was also amazing. You feel humbled to be a part of that. As far as a monetary impact, that's hard to quantify. But we knew with him there would be increased interest and that was evident when he came into the paddock. It was like the Beatles were coming on stage.

TDN: Flightline aside, what were some of your favorite moments from this Breeders' Cup?

DF: There was not a dry eye in the house when Cody's Wish won. That was such a tremendous and compelling story. It's great when racing can tell feel-good stories like that. It was also great just having the fans come back after we couldn't have fans in 2020.

The horses break from the gate in the Dirt Mile | Coady

TDN: The Breeders' Cup Festival has become a big part of the whole experience. It's not just two days anymore. You have several events leading up to race day. Can you tell us a little bit of the history of this and how much has the Festival helped when it comes to things like economic impact?

DF: In addition to having the two best days of racing, the Breeders' Cup is a celebration of equestrian life. Like most major sporting events across the globe, it's important to have a festival component so that fans can come and see what a beautiful area the event is taking place in, be welcomed, have great hospitality and celebrate the equestrian lifestyle. We want them to walk away and say, 'Wow, not only was that two great days of racing, but it was a wonderful vacation, a wonderful experience and I want to come back.' In any of the cities that we are in, we work with the locals to develop that festival and to highlight key aspects of the region to our visiting guests.

TDN: NYRA is trying to get a loan from the state so that it can refurbish Belmont Park. You are on the record saying that if this gets done the Breeders' Cup would love to come back there. Your thoughts on a return to New York?

DF: We're incredibly supportive of NYRA and we will support any redevelopment at Belmont. We have a great relationship with the executive team at NYRA. I am having dinner Wednesday night in New York with (NYRA CEO) David O'Rourke. We wrote him a letter several months ago with the title, 'If you build it we will come.' The Breeders' Cup sticks to its word.

TDN: The Breeders' Cup has not been to Belmont since 2005, understandable because the current track is not a good fit when it comes to hosting an event like this. How much has the Breeders' Cup missed New York?

DF: We very much miss New York. There's so much energy up there and they are large investors in the game. We look forward to coming back. If they build it we will be there.

TDN: What can you tell us so far about what's in store for this year's Breeders' Cup at Santa Anita when it comes to new initiatives and things you can do to maintain the momentum?

DF: One of the challenging but also fun things when it comes to working for a company like the Breeders' Cup is that we are always innovating. We are continuing to move the ball forward on technological advancements in viewing and look forward to working with NBC, FanDuel and some other partners to continue to make sure that those who are watching have many different angles and experiences when it comes to watching the sport. Along with having great views of the San Gabriel mountains, we want to make sure that they have a world-class time when it comes to hospitality. We will continue to work to advance the culinary offerings and will have some exciting things to announce in the near future. We will also have some new ticket packages that we are putting the final touches on to make sure, again, that everyone has the best experience possible.

TDN: You brought up FanDuel. It's obvious that racing needs to find a way to attract the sports bettor and we need to have the FanDuels of the world offering betting on the Breeders' Cup and all racing on their sports betting platforms. Where do things stand when it comes to getting the sports bettors to follow and bet on the Breeders' Cup?

DF: Hats off to FanDuel for advancing the technology so there can be an aggregated wallet experience for the sports bettor. It's a tremendous marketing opportunity for our sport to be on the same bookshelf as the NFL, the NBA and MLB. Horse racing will be able to be cross-marketed from a wagering standpoint to those who are already wagering on other sports. This is one of the largest marketing opportunities we have had in a long time.

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All Six 2-Year-Olds Reoffered by Keeneland Change Hands

Six 2-year-olds previously purchased at last year's Keeneland September Sale for a collective $4.875 million through bloodstock agent Richard Knight have been resold, according to a report in Blood-Horse. Keeneland did not reveal the buyers or purchase prices.

Prospective buyers were to submit only one offer on each horse they were interested in with the highest acceptable offer taking the horse. There was no public or online auction held by Keeneland. The six juveniles were all in training in Ocala with either Niall Brennan or David Scanlon.

The most expensive of the group and the eighth-most expensive horse to sell at Keeneland September 2022 was hip 192, a Constitution–Cozze Up Lady colt, who brought $1.3 million last year.

The second-most expensive September yearling of the group was a filly by Gun Runner–Just Wicked, a full-sister to the multiple graded stakes winning Wicked Halo, who brought $1.1 million at Keeneland September.

The group was rounded out by a filly by Justify–Fully Living, who brought $1.05 million as a KEESEP yearling; a Street Sense–Bambalina colt, who brought a final bid of $725,000 at KEESEP; an Omaha Beach colt out of Daisy, who brought $400,000 at KEESEP; and a Twirling Candy–Danceforthecause colt, who brought $300,000 at KEESEP.

For more information on the six 2-year-olds, including videos, click here.

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Ten Share Furlong Bullet at OBS

Ten juveniles shared the furlong bullet time of :9 4/5 during Tuesday's first session of the under-tack show for the Ocala Breeders' Sales Company's March 2-Year-Olds in Training Sale. Raul Reyes's Kings Equine sent out eight juveniles to work at OBS Tuesday, including three who hit that bullet mark.

“Personally, I thought the conditions were great,” Reyes said. “My horses breezed very well. I can say nothing but nice things about the way the track was today. I think it was very fair.”

Leading the Kings Equine workers Tuesday were colts by Hard Spun (hip 16, video) and Arrogate (hip 24, video), and a filly by Liam's Map (hip 130, video).

The Hard Spun colt, out of a half-sister to multiple Grade I winner Paradise Woods (Union Rags), is being consigned by Kings Equine on behalf of breeder Spendthrift Farm. The colt RNA'd for $190,000 at last year's Keeneland September sale.

“We knew he was a nice horse,” Reyes said of the juvenile. “Spendthrift had a big opinion of him [in September]. They didn't sell him and they decided to give me an opportunity to sell him at the 2-year-old sale. He has matured and gotten stronger since then. He really showed up today.”

Reyes made a timely purchase when he acquired the son of Arrogate out of graded-placed Sensitively (Street Sense) for $50,000 at last year's Fasig-Tipton July sale.

“When I bought the horse, Arrogate was really cold,” Reyes said of his purchase last summer. “He hardly had any winners. Two weeks after I bought him, he had a bunch of winners. It was good timing. It's not like I'm a genius or anything. I liked Arrogate, I saw one that was affordable and I bought him.”

Reyes added of the juvenile, “He's very quick and he's very athletic.”

Scott and Evan Dilworth purchased the daughter of Liam's Map out of stakes-placed Tiger Silk (Aus) (All American {Aus}) for $130,000 at last year's Keeneland September sale.

“I can say nothing but nice things about her,” Reyes said of the filly. “She breezed very well, but we knew she was always pretty fast. So it was no surprise.”

The Gladwells' Top Line Sales sent out a pair of fillies to work Tuesday's bullet time: a daughter of Munnings (hip 122, video) and a daughter of City of Light (hip 123, video).

Also represented by a pair of bullet workers Tuesday was GOP Racing Stable Corp., which sent out a filly by Twirling Candy (hip 44, video) and a filly by Khozan (hip 149, video).

A colt by Bernardini (hip 54) worked in :9 4/5 for McKathan Bros. Sales, while a colt by Omaha Beach (hip 161) went in :9 4/5 for Eddie Woods and a son of Mitole (hip 143) hit the :9 4/5 mark for Dynasty Thoroughbreds.

Tuesday's session of the under-tack show began at 8 a.m. with temperatures in the mid-50s and ended just short of 3 p.m. with temperatures in the upper 60s.

Working in the final set of the day, just past 1:30 p.m., a filly by Mo Town (hip 2) turned in the day's fastest quarter-mile work of :20 4/5 for consignor Tom McCrocklin, who purchased her for $3,500 at last year's OBS October sale.

The under-tack show continues through Friday with sessions beginning at 8 a.m. daily. The March sale will be held next Monday through Wednesday. Bidding commences each day at 11 a.m.

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Justify Filly Goes Two-For-Two With Chantilly Triumph

Prime Equestrian's €150,000 Arqana August graduate Secretive (Fr) (Justify–Media Mischief, by Into Mischief) backed up a debut success at Deauville last November with a comfortable three-length tally on sophomore return in Monday's Prix du Chateau over one mile at Chantilly. The daughter of $550,000 Keeneland November mare Media Mischief (Into Mischief) is entered in both May 14 G1 Poule d'Essai des Pouliches and June 18 G1 Prix de Diane, with trainer Yann Barberot stating the former is on the agenda after taking in one more run next month.

2nd-Chantilly, €28,000, Cond, 3-13, 3yo, f, 8f (AWT), 1:41.67, st.
SECRETIVE (FR) (f, 3, Justify–Media Mischief, by Into Mischief), a €150,000 Arqana August yearling who accounted for a trio of subsequent winners when annexing her Nov. 29 unveiling over 7 1/2 furlongs at Deauville in her only prior start, was swiftly into stride and accepted a tow in a comfortable second for most of this sophomore bow. Inching ahead at the quarter-mile pole, the 1-2 favourite was shaken up passing the furlong marker and kept on impressively under mild coaxing in the closing stages to easily defeat Dark Zel (Fr) (Zelzal {Fr}) by three lengths. “I am delighted to see her win so nicely as she is one of my best fillies at home,” reflected trainer Yann Barberot. “The form of her first race is very strong and she had come to hand nicely this last week, but she is not yet at her peak and will come on for that. The plan is one more start in April before going for the [May 14 G1] Poule d'Essai des Pouliches [at ParisLongchamp].” Secretive, who also boasts an engagement in this track's June 18 G1 Prix de Diane, is the second foal and scorer produced by a daughter of GII Buena Vista H. and G3 Prix du Bois winner Media Nox (GB) (Lycius), herself kin to three stakes performers headed by MGSW G2 Prix de Malleret victrix Bonash (GB) (Rainbow Quest). Media Nox also threw three pattern-race winners, headed by G1 Prix de Diane and G1 Prix du Moulin heroine Nebraska Tornado (Storm Cat), and her descendants feature last term's G1 Irish Derby victor Westover (GB) (Frankel {GB}). The February-foaled bay's dam Media Mischief was a lucrative proposition in the sales ring and changed hands for 250,000gns at Tattersalls' 2017 December Mares and $450,000 at Keeneland's 2019 January Mixed sale. She was also a $475,000 RNA at the 2018 Keeneland November Foals and Mares sale. China Horse Club International forked out $550,000 for her, carrying Secretive, at the following year's fixture while her 2019 filly Vaccine Of Hope (Pioneerof the Nile), herself a $260,000 Keeneland September graduate, notched two wins in 2022. Unfortunately, her 2021 colt by Siyouni (Fr) died last year. Sales history: €150,000 Ylg '21 ARQAUG. Lifetime Record: 2-2-0-0, €27,500. Video, sponsored by TVG.
O-Prime Equestrian SARL; B-China Horse Club International (FR); T-Yann Barberot.

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