public perception

On May 5, 2026, the Light Up Racing Board of Directors announced the organization's decision to sunset following Breeders' Cup 2026, in the absence of a long-term organizational home and sustainable funding structure for the work. The following observations are not made from the sidelines. They come from being inside the work. There Is No Silver Bullet One of the most common questions we heard from leaders was simple: what is the solution? The campaign. The message. The strategy that will finally "fix" public perception. The honest answer is that...

If the crowd at Light Up Racing's first community event in Lexington, held Feb. 26 at Fasig-Tipton, was any indication of the support behind the industry's new grassroots initiative, the number of attendees at their second event held Tuesday, Mar. 5 at Keeneland only solidified that. Over 300 people, spanning across all aspects of the Thoroughbred industry, gathered in Keeneland's Limestone Café to learn about how their own voices and platforms can be used to collectively transform negative opinions about racing into positive messaging through accurate information, transparency, authenticity and...

by Brian Malloy The initial public forum for Light Up Racing at Fasig-Tipton in Lexington Monday night kicked off the most encouraging effort I've seen in my 44 years in horse racing. Vicky Leonard, the Kiwi PR pro who spearheaded a similar effort in Australia after a spate of tragic accidents in the Melbourne Cup, cogently outlined this grass roots campaign to a packed house and was greeted with thunderous applause. I taught the capstone course in public relations for several years at the University of Kentucky with a systems...

LEXINGTON, KY--It was standing room only for the inaugural community event in Lexington for Light Up Racing, the initiative launched last year with the goal of empowering the racing industry by providing consistent, transparent information and research. Held Monday, Feb. 26 at Fasig-Tipton, the event drew over 200 industry members who gathered to learn about how Light Up Racing was founded and what it has already accomplished around different parts of the globe, what the organization aims to achieve in the U.S. going forward, and how individuals can play a...

In ages past horseracing was accepted as a part of global culture. Initially a pastime of the aristocratic, the invention of syndicates gave opportunity for working people to become a part of the sport. This was a goal that many strove towards and achieved during the twentieth century. The practices within the mystical realm of racing were not questioned; it simply was not done. The dawn of a new millennium has seen society change, animals have been humanised and a group within society now question our practices and the morality...