As hundreds of horseplayers will try to renew their racing luck wagering through TVG for the first time, the retired racehorses at Old Friends in Georgetown, Ky., are already winners.
Marketing experts at TVG have long found success with their 'refer a friend' program, which delivers existing users a personalized sign-up link and then gives them a bonus if a friend uses their link to open a new account. This summer, FanDuel Vice President of Racing Andrew Moore believed the program could use a new twist.
“As people have been getting to see friends again, we were ideating on how to give the program an extra push for August and the outcome was Friends Month,” said Moore. “Bringing Old Friends Farm in was a natural fit, so not only would we give a referral bonus to you when the friend you referred signed up to TVG, but we would also give to Old Friends. This is a great cause and it was a fun way for racing fans not only to give to their friends, but also to raise money for their retired racing friends they have so much affection for.”
Moore and the TVG team hoped for 400 referrals in the month of August, which would have raised $20,000 for Old Friends. They were surprised when the program brought in 894 referrals for a total of $44,700 in donations.
“Credit must go to our marketing team and the talent on the TVG network who really got behind the promotion but of course the biggest thanks goes to all the fans who supported it,” said Moore.
If TVG was pleasantly surprised by the results, Old Friends founder and president Michael Blowen was ecstatic.
“It was amazing, and it was all their idea,” said Blowen. “TVG has been great to us, I have to say. Most of the broadcasters on TVG have been to the farm. When a horse is running in a race and is named after one of our horses, they'll talk about the Old Friends connection and show pictures of the farm.
“You put away the tin cup and good things happen.”
The tie-in was all the more poetic for Blowen, given his entry to racing as a horseplayer himself.
“I got into this because I love handicapping,” he said. “I love watching TVG, so it was perfect.”
Blowen said he already has plans for the windfall — the farm will use the money to construct a new paddock, which will be named after TVG and dedicated to “hard-knocking geldings” like the ones favored by TVG commentators. As always, Blowen says he has a waiting list of horses preparing to retire to Old Friends, and as always, he's as excited as a kid on Christmas Eve about every one of them — particularly Zulu Alpha, whose retirement was announced officially on Friday.
“I'm hoping when everybody's here for Keeneland, we can get some of the men and women over here for a special presentation with a sign and the check,” said Blowen. “Couldn't come at a better time, either. I've got this one spot picked out that's really nice.”
Old Friends is a Thoroughbred Aftercare Alliance-accredited facility founded in 2003 and remains one of few retirement organizations equipped to house intact stallions whose breeding careers are finished. The organization now encompasses a 236-acre main campus and over 200 retirees.
The many Old Friends fans at TVG all have a favorite retiree somewhere on the property. For Moore, it's Soi Phet.
“What a fun horse!” he said.
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