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Keeneland Debuts New Television Commercial Dedicated to the Thoroughbred Industry

August 9, 2018

The Thoroughbred industry is unique. No industry is more demanding, or more rewarding.

More than 80 years ago, Keeneland was founded by a group of horsemen committed to developing a racecourse in the heart of horse country to improve the sport and serve the industry. Since Keeneland’s founding in 1936, many aspects of the industry have changed. But one thing that hasn’t is the hard work of the individuals involved in this sport, from grooms and hotwalkers to exercise riders, owners, breeders, trainers and jockeys.

Keeneland’s appreciation for the hard work undertaken in our industry was the inspiration for our new television spot, “Life’s Work.” While so much of the advertising within the Thoroughbred industry focuses on the glory and glamour—the perfectly manicured pastures, gleaming horses and big wins—those inside the industry know it’s about more than those end results. This spot is an anthem to the Thoroughbred industry and the hard work of the people who devote their lives to the horse.

Narrating the spot is the iconic Ted Bassett, a longtime pillar of Keeneland and the Thoroughbred industry.  With a career dedicated to our industry, Mr. Bassett served as President of Keeneland from 1970 until 1986, when he became Chairman of the Board. In 2003, he became a Keeneland Trustee, and now holds the title of Trustee Emeritus. Among other roles, he served as president of the Breeders’ Cup from 1988 to 1996, chairman of Equibase from 1990 to 1997 and president of the Maxwell E. Gluck Equine Research Foundation from 1986 to 1989.  He is a steward of The Jockey Club and in 1996 received the Eclipse Award of Merit. The narration was recorded at Mr. Bassett’s office on the Keeneland grounds.

“Life’s Work” features the work of seven noted photographers: Barbara Livingston, David Coyle, David Stephenson, Mathea Kelley, Richie Wireman, Susie Raisher and Enzina Mastrippolito. Historical photos were provided by the Keeneland Library. The background music was composed by local film composer AJ Hochhalter, whose work has been heard on the stages of the Academy Awards and Sundance Film Festival.

Keeneland is incredibly proud to present this recognition of the hardworking individuals who invest their time, energy and passion into the Thoroughbred and the industry we all love.