Stars Aligning
The Pegasus World Cup is coming to Gulfstream on January 28, 2017, and to get a spot in the 12-horse starting gate, owners will have to buy an entry for $1 million, which will go into the purse, making the $12 million Pegasus the world’s richest Thoroughbred race. (Somewhere, Sheikh Mohammed’s gritting his teeth at this trumping.) The money doesn’t only guarantee entry, though:
All entrants will not only be competing for the world’s largest purse, but they will also share equally in 100% of the net income from pari-mutuel handle, media rights, and sponsorships from the Pegasus World Cup, according to The Stronach Group announcement.
Aspects of the Pegasus plan, which allows owners buying an entry to also lease a starter or sell their place in their gate, immediately reminded me of Fred Pope’s star vision from 2011. You might remember this idea:
Maybe, just maybe, the system we have been using for compensating our talent in racing has become a problem, a big problem. This year, if things go well, Uncle Mo’s races could have total wagering handle of more than $200 million. With average takeout of twenty percent, the wagering revenue generated by Uncle Mo’s races, $40 million, will go somewhere else.
Of that $40 million, about $10 million (5% of the $200 million wagered) will go to the host tracks where the races are held and be split between track operators and future purses. The remaining $30 million (15% of the total wagered) will go to those simply taking bets on Uncle Mo’s races. Why?
Why can’t the top finishers in Uncle Mo’s races receive the $20 million in purses due from wagering on their races? Our stars need to be compensated for the revenue they generate. That’s how the real world works.
Racing’s welfare system is not working for those putting on the show, thus it is not working for Uncle Mo, and the other brands in the sport. Racing needs the same distribution model as the Apple brand, where Apple sells customers direct, through bricks and mortar outlets and through on-line vendors.
The Pegasus World Cup is selling direct. Even if it doesn’t upend the current economic structure of racing, it’s a step in that direction.
5/19/16 Addendum: I missed this Tom LaMarra story in January, which quotes Frank Stronach addressing the business model experiment angle:
“The basic idea is how can racing compete with other great sports?” Stronach said. “We’ve got to make things exciting, things the press will write about. We want to tell people that love horse racing that we say, ‘Look. We want to establish a new business.’ We would lease Gulfstream for one day and call it a new business.”
He was cagier about it when asked by T.D. Thornton last week:
TDN: If the profit-sharing concept works with a race of this magnitude, could the concept be scalable? By that I mean could you see profit-sharing trickling down as a way of funding other types of races or even entire racing programs or race meets?
FS: That’s possible. But smaller races are less interesting, right?
