Belmont Park signs Playfly for sales

Article posted by Coliseum, July 11^th, 2024

Image: New York Racing Association and Populous

The New York Racing Association (NYRA) has struck a three-year partnership with Playfly Sports to serve as the sponsorship sales, premium hospitality and ticket partner for the new Belmont Park.

The Long Island home of the Belmont Stakes is currently undergoing a $455 million redevelopment.

The 100,000-capacity Belmont Park is a major thoroughbred horse racing complex in the Northeastern United States, located in Elmont, New York, just East of the New York City limits. It was opened on May 4^th, 1905. It is operated by the non-profit NYRA.

Playfly was selected by NYRA due to its proven experience in media and sponsorships and expertise in delivering unique fan experiences and premium hospitality revenue. Playfly’s data-driven approach will support NYRA’s fan engagement strategies.

The partnership builds on prior collaborations between NYRA and Playfly, which have centered around driving hospitality and sponsorship opportunities at Saratoga Race Course.

Most recently, Playfly assisted NYRA with valuation and sponsorship elements for the Belmont Stakes Racing Festival, which was held at Saratoga to allow for the uninterrupted construction of the new Belmont Park.

NYRA welcomed more than 120,000 fans to Saratoga during the four-day Festival and established important new sponsorships with corporations eager to access horse racing’s fan base.

Throughout the partnership, Playfly will work closely with the NYRA’s corporate partnership sales team on commercial strategy and valuation of the new venue, marquee asset sales representation, and hospitality strategy and sales representation.

Craig Sloan, President of Playfly Sports, said, “Playfly is a full life-cycle agency, and this partnership with NYRA encompasses our diverse and comprehensive suite of offerings to help the organization drive new revenue and increase brand recognition.

“We are proud to be NYRA’s chosen partner and look forward to developing new and innovative activations as we look ahead to the future of horseracing.”

Belmont Park redevelopment

Last renovated in the 1960’s, NYRA is embarking on one of the most significant racetrack construction projects in modern memory at Belmont Park.

With a redesign led by Populous, the venue will feature the modern amenities and hospitality offerings befitting a world-class sports and entertainment destination.

The modern design for the new Belmont Park marks an intentional departure from the current facility and will ensure the venue will take its place on the global stage among iconic venues like Ascot, Longchamp and The Curragh.

In the building itself, over 275,000 square feet of infrastructure will seat approximately 7,500 guests and feature a variety of club and dining spaces, food and beverage outlets, private suites and indoor/outdoor experiences.

David O’Rourke, NYRA President & CEO, said, “NYRA is committed to delivering a new and re-imagined Belmont Park that will appeal to existing racing fans while attracting a new generation to a world-class sports and entertainment destination on Long Island.

“Our goal is to construct a facility that will set the global standard for horse racing venues, and Playfly Sports will help to tell that story in the months and years ahead. NYRA looks forward to working with Playfly on this transformational project.”

By reducing the footprint of the building and unlocking access to the infield for the first time, NYRA has added a new level of flexibility to support the biggest event days with fan capacity of more than 50,000.

Expected to be complete in Q3 of 2026, the creation of a modernized Belmont Park will allow NYRA to consolidate all downstate racing at Belmont Park. Reflecting the importance of the new Belmont Park to the future of thoroughbred racing globally, the Breeders’ Cup has committed to regularly bringing the World Championships back to New York when the redevelopment is complete.

According to NYRA, the multi-year project to build a new Belmont Park will generate $1 billion in construction-related economic impact and create 3,700 construction-related jobs. Following the return of thoroughbred racing to Belmont in 2026, additional racing and non-racing activities at the new facility will generate $155 million in annual economic output and produce $10 million in new state and local tax revenue per year.

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