“In the past, race meet campaigns had always been measured in attendance. So we wanted to challenge Keeneland to think outside of what they’ve always done and challenge ourselves to dig into other opportunities, to understand our potential with certain segments of consumers. We were not only able to create …

“We’ve always tried to do everything we can to show that Keeneland is the leading Thoroughbred auction house in the world—and to back it up with facts. They consistently have more graded stakes winners that any other sales company combined. So we’ve proven that over and over again, because that’s …