National Thoroughbred League adjusts model, but still creating ‘big-time' feel

The National Thoroughbred League has not come close yet to meeting the grand ambitions the company announced when it was launched early in 2023, but to co-founder Randall Lane, the concept has been successful at its main goal.

“We want everyone to love racing as much as we do, and we think [the National Thoroughbred League] gives people a very easy entry point to that world,” Lane said. “When we’re creating fans, we’re creating fans for all of Thoroughbred racing. That’s ultimately the goal, where everyone succeeds.”

Originally envisioned as a year-round league in which geographically organized teams would draft horses owned by the company onto their rosters, the NTL is now more properly described as a lifestyle marketing company centered on the live racing experience.

Instead of ownership, the 10 teams that are currently members of the league draft horses entered in NTL-designated races on a single race card at a participating track. The performances of the horses in the races earn points for each team. It’s not exactly the fantasy of owning a horse, but it does have a fantasy element to it, akin to fantasy sports leagues.

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The NTL’s next event is scheduled for Monday at Turf Paradise in Phoenix, a favored winter destination that is hosting Boise State vs. Penn State in this year’s Fiesta Bowl on Tuesday. For raceday, the NTL has organized its usual fare, a VIP section at the track with catered food and drink, a DJ, performances from marching bands, and celebrity guests.

Turf Paradise is hosting a nine-race card that day, and three of the races, all $12,500 starter allowances with purses of $52,100, are designated NTL races. The NTL is footing $45,000 in purse money for each of the races, which drew at least 10 horses each. The team “owners” will draft their horses in the lead-up to the race.

“Rather than own the horses, why not own the purses?” Lane said. “It’s worked out well for us and also for the people who train and own the horses, since they are racing for about three times as much in purses as they would for a normal race.”

The NTL always included a concept of using celebrities to drive attendance for its events, and on that measure, the league has been remarkably successful. Among the team “owners” are Lamar Jackson, the Baltimore Ravens quarterback who attended the University of Louisville; Julius Erving, the NBA Hall of Famer; country music superstar Tanya Tucker; and current NFL linebacker Kayvon Thibodeaux, who plays for the New York Giants.

Erving is the guest of honor at the Turf Paradise event, and he will play in a golf tournament at Lookout Mountain in North Phoenix on Sunday organized by the NTL. Only 100 tickets are available for the tournament, in which every player is guaranteed to play one hole with Erving. A cocktail reception is scheduled afterward.

“What we’re doing is creating that big-time sporting event feel,” Lane said. “We think it’s a virtuous circle. People are coming out, they’re getting dressed up, they’re getting a premium experience. We’re creating that Kentucky Derby vibe on a regular basis, where you’re not just coming for the race, you’re coming for the night before and for the other events, and we think that’s key to getting new fans.”

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