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Keeneland and Equestricon Form Expanded Partnership Around Fan Development And Wagering

October 3, 2018

Just days before the start of the fall meet at Keeneland, and less than a month until the second-annual Equestricon convention and festival, the two organizations announced today details of an exciting new collaboration. Fans can expect to see a larger presence from the BETologist program — which educates patrons on all aspects of handicapping and wagering — at both Keeneland this fall and at Equestricon. Keeneland has been named as the Official Fan Development Partner of Equestricon.

Scheduled for Monday, October 29, and Tuesday, October 30, Equestricon 2018 will kick off Breeders’ Cup week and will be held at the newly-renovated Kentucky International Convention Center (KICC) in Louisville. Fans will have unprecedented access to racing’s stars at Equestricon, with expected appearances from the sport’s top jockeys, trainers, owners and Lexington-based farms.

New this year will be the creation of a “Keeneland Wagering Central Hub” an interactive experience where fans can meet Keeneland’s popular BETologists, win prizes, take a selfie in front of the backdrop of Keeneland and even sample a bite of Keeneland’s signature bread pudding.  Keeneland’s Wagering Central at Equestricon will feature an all-star line-up of the sport’s top handicappers, providing attendees with expert analysis leading in to the Breeders’ Cup. The Keeneland Shop will also have a strong presence at Equestricon, offering attendees the opportunity to pick up a special souvenir curated by Keeneland.

“Keeneland’s founding mission is centered upon the perpetuation of the sport of racing,” said Christa Marrillia, Keeneland’s Chief Marketing Officer. “Equestricon provides a unique opportunity to continue this effort as stewards of that mission. It’s our responsibility to not only produce the absolute best racing product, but to engage, invest in and develop the fans who enjoy this wonderful product. We are excited to link arms with Equestricon as the Official Partner of Fan Development.”

Part of that investment involves an expansion of the aforementioned BETologist program beginning this fall. New BETologist features will include “pop-up” BETology sessions throughout the track, enhancements to Wagering Central highlighted by an interactive self-service betting machine, and the introduction of advanced “201 BETology” content in partnership with the Daily Racing Form. To capitalize on Keeneland’s popular tailgating tradition, BETologists will take their programming to the parking lots with sessions offered via the newly branded golf cart, the BETMobile.

Launched in 2013, the industry-leading BETologist initiative has more than doubled in size and scope to meet demand from new patrons eager to learn more about betting on racing. Fans looking for one-on-one handicapping and betting advice Breeders’ Cup week at Equestricon will be able to get it at the Keeneland Hub where some of the BETologists, along with celebrity handicappers, will be stationed around-the-clock.

“We are excited to take our Wagering Central and BETologist program on the road to Equestricon,” Marrillia said. “This will be an interactive experience that will resonate with the beginner as well as the seasoned player, plus you can also expect some fun surprises from Keeneland.”

The opportunity to get personalized handicapping help at Equestricon is just one of nearly a dozen experiences and events at the convention focused on providing resources to new, growing and established horseplayers. Scheduled panels and workshops at Equestricon will feature national TV handicappers and analysts discussing topics such as visual handicapping, ticket construction, tournament handicapping, and wagering on the Breeders’ Cup.

“As a horseplayer who is always trying to get my hands on more information, I’m excited personally about this entire betting program — especially this expanded partnership with our friends at Keeneland,” said Equestricon Co-Founder Justin Nicholson. “They’ve constantly raised the bar, in terms of what we should be doing in terms of fan-engagement and development.”

Premium tickets to Equestricon start at the low price of $65 and offer wide-ranging access to the full convention program, which will offer fans the rare opportunity to witness the 2018 Rood & Riddle Breeders’ Cup Post Position Draw. The draw will be held at Equestricon on Monday, October 29. Those looking for a week-long experience on Breeders’ Cup week can still purchase a Breeders’ Cup Festival Insider Pass (available here exclusively through Equestricon) which offers access to:

•        Breeders’ Cup Welcome Party

•        Breeders’ Cup Post Draw Hospitality Lounge (food and open bar)

•        VIP pass to Equestricon Concert featuring Jukebox the Ghost at Mercury Ballroom on Tuesday, October 30

•        Invite-only access to JOCKTAILS benefitting PDJF on Wednesday, October 31

•        Breeders’ Cup Breakfast Marquee at Churchill Downs

•        “The Enclosure” private viewing area outside the paddock on Breeders’ Cup Friday and Saturday

Keeneland’s fall meet will begin this Friday, October 5, and continue through October 27, the Saturday before Equestricon. General admission and premium tickets are available online at https://tickets.keeneland.com/ and may also be purchased onsite.

Equestricon® is the first and only international horse racing convention, trade show and fan festival. Founded by Dan Tordjman, Kathryn Sharp and Justin Nicholson, Equestricon® is designed to bring the horse racing industry together in an atmosphere of entertainment, engagement and education. Equestricon® 2018 will be held at the Kentucky International Convention Center in Louisville, KY, on October 29-30, as part of week-long fan festivities leading up to Breeders’ Cup 2018. The Thoroughbred Aftercare Alliance (TAA) is the official charity partner of Equestricon®. For more information, please visit equestricon.com.#