Billion-dollar track upgrades and next-generation wagering are re-shaping the horse racing industry. But what does it look like when a legacy sport leans hard into tech, data, and global expansion all at once? Justin McDonald, EVP and CMO at the Breeders’ Cup, is here to break down where the money is flowing and why the sport is growing.

He shares how digital ticketing with SeatGeek is creating unified fan data, why AI is becoming central to decision-making, and how new equine and jockey performance tracking initiatives are reshaping their training and storytelling. The Breeders’ Cup was able to move from initial conversation to a full WHOOP partnership in less than 3 weeks! And this rapid turnaround resulted in real-time biometric data from jockeys, owners, and trainers being integrated into NBC’s coverage.

You’ll also hear how the Breeders’ Cup navigates rotating venues, massive event logistics, weather contingencies, and an increasingly competitive wagering landscape. Justin’s perspective offers a sharp, inside look at a historic sport that’s reinventing itself through innovation, investment, and global fandom.

In this episode, you’ll hear:

• How nearly $1 billion in racetrack reinvestment is changing what fans can expect at major racing venues
• Why shared wallets inside sports betting apps (and FanDuel’s role) are a gateway for introducing new audiences to horse racing
• How equine-rich datasets from Equibase and Daily Racing Form are starting to fuel “light” AI tools
• What it really takes to rotate a major championship to a different venue each year, and why they are already planning host sites through 2030
• How the growing popularity of women’s sports and emerging pro leagues is shaping how leaders like Justin think about the next decade of sports fandom

Resources and Links:

Connect with Justin McDonald on LinkedIn.

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