Keeneland Launches

New digital experience celebrates the Keeneland September Sale

Keeneland today launched, an interactive website that celebrates the September Yearling Sale and the many ways the renowned auction has helped shape the future of the sport. This new digital experience features the success stories of Keeneland customers from the sales ring to the Winner’s Circle, told through captivating video, photography, testimonials and storytelling.

“The Keeneland September Sale is a common thread that runs through many of the most pivotal moments in racing history,” Keeneland President, CEO and Interim Head of Sales Shannon Arvin said. “This website is an innovative platform to showcase these connections and create even more excitement leading into September. Each step of the way we celebrate the heart-pounding sales with our sellers and buyers, and cheer on our September Sale graduates as they compete on racing’s biggest stages.”

Keeneland will add features to in the months leading up to the September Sale.

“We want to keep the site fresh and vibrant so every time you visit you discover something new,” Keeneland Director of Sales Operations Geoffrey Russell said. “From recalling an impactful moment in time or highlighting graduates who make headlines on the Kentucky Derby and Oaks trails, provides a destination to share these stories in a unique and powerful way.” is also rich with data-driven content, offering sellers compelling facts and figures that underscore the annual success of the September Sale’s premier Week 1. Features include an engaging look at Week 1 gross comparisons, seven-figure sales, graduate achievements and the overwhelming advantage of selling yearlings by top sires during Week 1.

TheWorld’ is the latest digital initiative from Keeneland, which continues to leverage new technologies to communicate and deliver digital resources to customers. In 2020, Keeneland unveiled the Keeneland Digital Sales Ring, a platform for online bidding and virtual inspections. Keeneland’s 2021 April Horses of Racing Age Sale on April 26 will feature a new digital catalog with expanded content, including photo, video, past performances, race replays, Ragozin sheets and more. This comprehensive resource will be available for all sales, including the September Sale.

Entries are now open for the 2021 September Sale, which runs Sept. 13-25.  Learn more by visiting

For more than 80 years, the Keeneland Association has devoted itself to the health and vibrancy of the Thoroughbred industry. The world’s largest Thoroughbred auction house, Keeneland conducts four sales a year, in January, April, September and November, and presents online auctions through the Keeneland Digital Sales Ring. Graduates of Keeneland sales dominate racing across the globe at every level. In April and October, Keeneland offers some of the highest caliber and richest Thoroughbred racing in the world. Keeneland hosted the Breeders’ Cup World Championships in 2015 and 2020 and is holding the event again on Nov. 4-5, 2022. Uniquely structured, Keeneland is a privately held company with a not-for-profit mission that returns its earnings to the industry and the community in the form of higher purses and millions of dollars donated in support of horse industry initiatives and charitable contributions for education, research, and health and human services throughout Central Kentucky. Keeneland also maintains the Keeneland Library, a world-renowned public research institution with the mission of preserving information about the Thoroughbred industry. To learn more, visit

For more information contact:
Amy Gregory at 859 361-3490 or Amy Owens at 859 421-2566

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