Keeneland Launches Website Celebrating 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

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