FINN Partners

Horse racing has a PR problem. Tina Bond has a possible solution. "It's to create a new narrative and to help elevate the sport," said Bond, president of the New York Thoroughbred Horsemen's Association (NYTHA), and the mastermind behind The Heart of Horse Racing, a new campaign--one undergoing something of a soft launch--to cultivate new followers to the game by sharing the stories of those already in it. In the campaign's own words, "our mission is to win over the hearts and minds of a new generation of fans while...