The Sports Business Furlong

   Michael Behrens is synonymous with innovation in the racing industry, having brought the concept of microshares into everyday conversation. His MyRacehorse struck gold early--and almost immediately--when Authentic (Into Mischief) won the 2020 GI Kentucky Derby and GI Breeders' Cup Classic en route to Horse of the Year honors just months after buying in. Carter Carnegie, who provides some marketing services for MyRacehorse, recently had a conversation with Behrens, who remains in the news with other high-profile investments, including a recently announced partnership in two-time champion Monomoy Girl (Tapizar).   ...

Growing up in New South Wales, Paul Bittar had an education and background in accounting and economics before spending 15 years focused on the governance and regulatory side of racing. After time as Chief Executive of New Zealand Thoroughbred Racing and on the executive team at Racing Victoria, he eventually landed in England as the Chief Executive of British Horseracing Authority. Bittar is now back in Australia as the general manager of sports partnerships at Sportsbet. CC: What is one of your favorite racing memories? PB: I am certainly fond...

In celebration of Breeders' Cup this month, I chose to do an interview focusing on luxury marketing and attracting high net worth individuals (HNWI) to racing as this was a founding principle for creating this world-class event. When John Gaines conceived the idea of holding a season-ending championship, it was to bring to major U.S. markets a day like no other that showcased the sport with all its pageantry and jaw-dropping purses as a means to attract prospective new owners. The simple formula was based on the idea that witnessing...

   Usually held the first weekend in May, the Kentucky Derby has been viewed as the unofficial start of the summer season and the U.S. Open on Labor Day weekend has been a fitting bookend to this season. This year, due to COVID, sports fans will have the opportunity to enjoy these events which transcend their respective sport at the same time. Both mainstream cultural phenomena will be held with zero spectators this year, however the U.S. Open made the decision early on to go spectator free and their partners...

   This month's column focuses on messaging and the importance of a clear communication strategy as a crucial element to successfully promote and grow a sport. In the U.S., the NFL sits atop the sports apex and, similar to racing, the league has had to address a variety of controversial issues that challenged the integrity and popularity of the sport.    After graduating from the University of Virginia, my roommate, Alex Riethmiller, and I decided to embark on careers in Sports Business. While my first job was producing events for...