In an initiative aimed at attracting more fans and generating excitement around horse racing, Churchill Downs (NASDAQ: CHDN) has introduced the “Thoroughbred Championship Series,” featuring a six-race competition with a total prize pool of $5 million.
Partnering with the New York Racing Association (NYRA), Churchill Downs is set to launch the series in 2027. The competition comprises six races, including two notable Triple Crown legs: the Kentucky Derby and the Belmont Stakes. These events will take place at Churchill Downs’ renowned Kentucky track, as well as Belmont Park and Saratoga Race Course, three of the most iconic venues in horse racing.
The Thoroughbred Championship Series incorporates elements from other sports that have been missing from horse racing, such as a structured championship format, standings, and the development of rivalries.
“Fans desire narratives that evolve over time. They seek rivalries, standings, and significant competitions that progress from one event to another,” expressed Churchill Downs CEO Bill Carstanjen during a conference call on Monday. “They want a championship to follow through an entire season and to witness a champion crowned annually for celebration.”
Among the series’ six races, the Kentucky Derby, the Matt Winn Stakes, and a title race will be held at Churchill Downs.
Expanding the Concept of Horse Racing
Unlike team sports, other individual sports have successfully adopted tournament-like frameworks to engage fans more effectively. For example, the PGA Tour features the FedEx Cup, which is separate from the sport’s four major tournaments, while NASCAR recently introduced a $1 million, 32-driver In-Season Challenge.
The Thoroughbred Championship Series will have top three-year-old horses competing under a unified points system, with the $5 million prize pool allocated according to final standings. Churchill Downs and the NYRA believe this framework will provide financial motivation for owners and trainers to remain actively engaged throughout the championship series.
For horses to earn the series championship, consistency will take precedence over winning just one event, as a poor performance in a following leg will detract from their overall standings.
“Victories in every race aren’t necessary to attain the championship. The title will go to the horse that exhibits enduring excellence and stamina amidst the world’s fieriest competition across the six races,” stated Carstanjen. “Each year, the champion will etch its name in our sport’s history. This initiative transcends merely scheduling another series; it aims to intertwine our prime events into a singular, captivating season.”
Maximizing Media Opportunities
The Thoroughbred Championship Series also presents a chance for Churchill Downs and the NYRA to elevate the visibility of horse racing to a wider audience, as all six races will be televised nationally.
The three races at Churchill Downs will air on NBC, which has maintained a long-standing partnership with the track, while FOX will cover the Belmont and Saratoga events.
This series also serves as an ideal moment for Churchill Downs to leverage capital investments at its namesake venue, including the upcoming Homestretch Club expansion and improved infield seating, anticipated to be complete ahead of the 2027 Derby.