Posts Tagged ‘Daytona 500’

By Ray Paulick
Horse of the Year won’t be the only racing subject being debated in the coming weeks in the wake of the 26th Breeders’ Cup championships from Santa Anita Park Nov. 6-7. For what it’s worth, if I had a vote in the Eclipse Awards (and I don’t), it would go to Zenyatta as Horse of the Year. I can’t blame anyone for supporting Rachel Alexandra, but I am a believer in the Breeders’ Cup being a key factor in determining  year-end championships, including Horse of the Year. Zenyatta showed up and turned in a performance for the ages. Rachel Alexandra remained in her stall, resting on her own historic achievements from earlier in the year.

Zenyatta and Rachel Alexandra make up the greatest unfulfilled rivalry since…well…Curlin and Big Brown in 2008. If you’re like me, I’ll bet you’re getting tired of these rivalries, the ones that only play out in the mind. I prefer the type settled on the racetrack: Affirmed and Alydar…Sunday Silence and Easy Goer.

The other subject worthy of discussion and debate is the Breeders’ Cup itself. This is year three of the two-day version of this event, one that began in 1984 as an audacious seven-race, $10-million day of racing. It’s now a 14-race smorgasbord that includes more “championship” races than we have championships (as measured by the Eclipse Awards).

The expansion in large part was based, not surprisingly, on money. In 2005, then-Breeders’ Cup president D.G. Van Clief Jr., who was serving in the dual role as commissioner of the National Thoroughbred Racing Association, set a goal of $200 million in handle for the event by 2010. Total handle that year (when the event was at Belmont Park) was $124.0 million, and it rose to $140.3 million in 2006 (Churchill Downs was the host site), the last time the Breeders’ Cup was conducted on one day.

The expansion to two days and more races was also designed in part to be more attractive to an international audience of horseplayers. The downside is the dilution effect it has on the entire event. Has victory in a Breeders’ Cup race lost some significance?

The first two-day Breeders’ Cup, held at a very wet Monmouth Park in 2007, yielded a total of $147.2 million in handle, and $155.7 million was bet at the 2008 Breeders’ Cup at Santa Anita’s Oak Tree Racing Association meeting. Handle dropped in 2009 to $150.2 million, despite the availability of common-pool wagering for the first time to Betfair’s two-million-plus customers.

Barring some sort of a miracle, the 2010 Breeders’ Cup will fall well short of Van Clief’s stated goal. In fact, it could be argued the event is less successful today from a wagering standpoint than it was 10 years ago in 1999, when it hit $100 million in handle for the first time and was still conducted on a single day.

But should handle (or television ratings, which also are lower today than they were 10 years ago) be the yardstick for success? The expansion from eight to 14 Breeders’ Cup races has broadened participation in the event from a horse owner’s standpoint, and it’s given the breeders who support the program through nominations more chances to recoup the fees they’ve paid over the years.

I wouldn’t pretend to compare the Breeders’ Cup Marathon or Juvenile Fillies Turf or some of the other new races with the Turf or Classic in terms of importance or prestige. Those races aren’t going to produce as much betting turnover, either. But they are races that should attract the best of their division from around the world, and they are interesting betting races for fans (compared to the standard fare of five- or six-horse fields that plague so many top races nowadays). In addition, though the new races have increased the total prize money to $25.5 million, roughly one-third of those new purses are paid for by pre-entry and entry fees.  So in my mind these new races do serve some purpose.

Have Breeders’ Cup officials hit on the perfect formula on how to present the two days? Probably not. There are many who feel stacking all the filly and mare races on Friday (along with the Marathon) is insulting and sexist. There are other options, including putting the newest and least compelling races on Friday and keeping Saturday with the traditional Cup races. They could also consider making Friday all turf racing and Saturday the main track races.

But the real problem with the Breeders’ Cup is not the event itself, or the order in which the races are run. It’s the absence of an understandable, easy-to-follow ranking or eligibility system in the weeks and months leading up to the Cup.

The Win and You’re In qualifying races are a start, but not the end game solution. It also doesn’t help that so many other tracks are hosting live races on the same day as the Breeders’ Cup and, in effect, competing with the championships for wagering dollars. Our industry should take a look at another racing sport that has its biggest event early in the season and has still managed to create an exciting and engaging championship Cup. NASCAR has the Daytona 500, as big an event for NASCAR as the Kentucky Derby is for horse racing, and has managed to create a build up after its early climax with its Chase For The Sprint Cup. In order for horse racing to build itself back to national prominence outside of the first Saturday in May, a similar invention must be instituted with the Breeders’ Cup as the final act.

It’s a challenge to organize a sport that lacks structure and organization, but that’s the challenge the Breeders’ Cup was given through a long-term strategic plan presented to the board of directors earlier this year. For this plan to be fully developed and implemented, it will require the cooperation of not just horsemen, but of racetracks that in years past have been reluctant to work with the Breeders’ Cup. Those tracks have to understand that a healthy and prosperous Breeders’ Cup is in their best interest, just as the Breeders’ Cup has to realize that tracks must be viewed as partners in developing the strategic plan.

Copyright © 2009, The Paulick Report

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By Bradford Cummings
Oftentimes, the racing industry loses sight of what is important when trying to market its product. Talk of increased handle, while necessary for the bottom line of racetracks, does not change the public perception and momentum of a sport that has continued a slow and steady slide over the last 20 years. In order to grow this sport, racing needs new fans, not old fans making more bets.
 
So when the ratings came out for the Kentucky Derby and most recently the Preakness Stakes, it was a breath of fresh air and a much-needed shot in the arm for the psyche of racing. The first two legs of the Triple Crown brought in an average of 13.4 million viewers, the most since 1989 when Sunday Silence won both Classics over Easy Goer in a spirited East vs. West rivalry.
 
Individually, the Kentucky Derby brought in 16.3 million viewers with a 9.8 rating and 23 share, up 2.1 million viewers from last year. The Preakness came in at a strong 10.9 million viewers, pulling a 6.8 rating and 16 share. This number was up 3 million viewers from last year’s version with Big Brown easily pulling away from the field.
 
For those not familiar with the television ratings system, the Derby’s 9.8 rating means that 9.8% of all households with televisions were tuned into NBC’s telecast on the first Saturday of May while the 23 share means 23% of all televisions in use watched Mine That Bird pull an unprecedented upset. That means nearly a quarter of all Americans watching television showed an interest in racing’s biggest event.
 
Perhaps most significant was the true lack of a compelling storyline going into the race. Most of the favorites had been sidelined before the Derby, and morning line favorite I Want Revenge was scratched the morning of the race with an injury, leaving what has been proved to be an overrated colt from the Louisiana circuit in Friesan Fire as the betting choice. And while other sports have the ability to build audience throughout the course of a 3 hour game, the fact that a 50-1 shot won the race would have had virtually no effect on the ratings because of how quickly the telecast ends.
 
Much credit must go to NBC, which did an admirable job selling the event throughout the week prior with promos on mainstream mainstays like the Today Show and investing in a solid marketing campaign. The fact a long shot won only added to the mystique of the Derby they so effectively sold.
 
That momentum allowed for the male vs. female storyline to be created with Rachel Alexandra and the unintended positive consequences of media coverage from Mark Allen and Ahmed Zayat’s conspiring to keep her on the sidelines. Proving the old adage there’s no such thing as bad press, the Preakness well out performed every other running this decade except for Smarty Jones in 2004, which brought a 7.7 rating and 23 share.
 
Of course, all of these numbers are irrelevant without some perspective and comparison to other top events in high profile professional U.S. sports. While the Kentucky Derby will not be in the same league as the Super Bowl anytime soon with its 42 rating, racing’s biggest day in 2009 stands incredibly strong with other major championship equivalents.
 
The final game of the NBA Championship from last year, in a matchup of the two most storied franchises in the league, drew only 12.6 million viewers.  The Stanley Cup Playoffs featuring the Detroit Red Wings and Pittsburgh Penguins never saw more than 6.8 million folks tune in to a game. The Daytona 500, the most prestigious race in NASCAR, was down this year to a modest 15.95 million television fans. Even America’s Pastime peaked with just 15.49 million at home spectators during last year’s final World Series game.

Something the ratings do not take into account is the large number of racing fans who watch and wager on events like the Triple Crown races and Breeders’ Cup at a local track or simulcast site. Kentucky Derby Day is the biggest day of the year at some tracks, and those in attendance are not counted as television viewers.

This ranks the Kentucky Derby as the second most watched professional sporting championship of the last year, a fact few in the industry would have assumed. And the news is actually better than it looks. Wedged in at around 6 p.m. EST and potentially distracted by the dinner bell or an eventful Saturday, a viewer more likely schedules their day around the Derby coverage whereas a typical championship game appears during the primetime hours of 8-11 pm. That coupled with the lack of build up for the average racing fan as evidenced by the paltry ratings of preps like the Florida Derby, Wood Memorial and Santa Anita Derby, means racing has a legitimate opportunity to capture the imagination of the public if marketed correctly.
 
With drug issues and safety concerns being taken seriously, there will be an opening for racing to breeze through. Will we take the opening and shoot through like Mine That Bird’s last to first rally on May 2nd? Will we look at what we have and figure out how to sell this beautiful sport to the masses beyond the Kentucky Derby, Preakness Stakes and Belmont Stakes? Can we turn the Breeders’ Cup into a legitimate championship that builds from January on?
 
The good news is we can.

Liberation Farm celebrates the many horsemen and horsewomen who strive each day to make things better for horses and those who work with them.  To learn more about Liberation Farm, click here.

Previous Good News Friday subjects: Father Chris Clay, The Race for Education, Military Appreciation Day at Keeneland, Kentucky Oaks Pink Out for the Susan G. Komen Foundation, Mary Lee-Butte and the Blue Grass Farms Chaplaincy, Mary Jo Pons and the Radio Reading Network

Copyright © 2009, The Paulick Report

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