America's Best Racing, the national marketing and fan development initiative of The Jockey Club, has updated the digital OwnerView platform designed to make racehorse ownership more accessible. The relaunch of OwnerView features a new beginner-friendly interface showcasing multiple pathways to horse ownership that extend beyond traditional structures and demystifies the perception of there being a high barrier to entry. Designed specifically for fans who may have never previously considered ownership, the platform reflects a strategic shift from simply educating prospective owners to actively expanding to those who see themselves as part of the sport's future.
Originally established in 2012 as a joint venture between The Jockey Club and the Thoroughbred Owners and Breeders Association (TOBA), OwnerView has long served as a trusted educational resource for racehorse owners. The relaunch, including a new website, ownerviewracing.com, focuses on guiding new audiences into racehorse ownership at a time of significant growth in fan engagement. While OwnerView has historically centered on education, this expansion is designed to transform fan interest into meaningful ownership participation by creating clearer, more accessible pathways for first-time entrants.
Horse racing's audience is evolving. Racing's growing fan base is more diverse and more digitally connected. It includes lifelong fans and those who have found the sport through social media, a viral moment, or the energy of a big race day. For many fans, racehorse ownership has never felt like a realistic option. Through fractional ownership, syndicate and partnership structures, a stake in a Thoroughbred is more attainable. OwnerView is designed to help reframe ownership from something that can feel exclusive or out of reach into something understandable, realistic, and achievable for a broader new generation of fans.
The sport's growth is already reflected in audience engagement. ABR's digital campaigns and partnerships have generated more than one billion impressions and 300 million video views over the past year. These figures reflect increased interest from audiences beyond racing's traditional base. Much of the growth has been driven by social media, with new fans discovering the sport through personalities, storytelling, and viral moments.
"America's Best Racing has spent more than a decade building awareness and interest in the sport," said Rachel Miller, ABR's senior brand marketing manager. "The next logical step is for us to guide that engaged audience from fandom to participation. Our expanded strategy with OwnerView provides fans at every level a real opportunity to have a stake in the sport. We're seeing audiences engage with racing in new ways, and this platform is designed to meet them at that moment of curiosity and show them a clear path into ownership."
For many fans, this is about more than understanding how ownership works. It's about realizing ownership may actually be possible.
The new platform introduces resources tailored to first-time owners, including a guided experience that helps users identify ownership options based on budget, goals, and level of involvement. Also featured on ownerviewracing.com are real owner stories and upcoming ownership events scheduled in partnership with TOBA. There are also links to the legacy ownerview.com site, which offers a more robust menu of owner resources and directories. By meeting new audiences where they are, whether simply curious or actively exploring fractional ownership, the platform is designed to make ownership feel less intimidating and more attainable.
"OwnerView has always been rooted in education and transparency," said TOBA president Dan Metzger. "This evolution is about engaging new audiences and helping them take that first step into ownership with confidence. We're thrilled to partner with ABR and The Jockey Club in taking a more intentional leadership approach when it comes to converting fans into new owners."
The relaunch came ahead of the May 2 Kentucky Derby (G1), the sport's signature event, when millions of casual viewers engage with racing each year. As racing's highest-visibility cultural moment introduces new audiences to the sport, OwnerView is positioned to ensure that Derby-week curiosity does not end with spectatorship, but instead becomes a gateway to deeper, longer-term participation through accessible ownership opportunities. For participants, this offers behind-the-scenes access and a closer connection to the sport, giving them a sense of belonging among fellow fans and owners.
