The Stronach Group introduced a new consumer facing brand: 1/ST (pronounced “First”). 1/ST represents the company’s continued movement toward redefining Thoroughbred racing and the ecosystem that drives it. It is the engine that advocates for and drives the 1/ST Horse Care mission while powering the company’s forward-thinking 1/ST Racing, 1/ST Technology, 1/ST Live and 1/ST Properties businesses.
This weekend, the company’s Pegasus World Cup Series will introduce the 1/ST brand with medication-free racing at the highest level. 1/ST Horse Care is donating 2% of the total
$4-million purse to the Thoroughbred Aftercare Alliance to support racehorses beyond the track. 1/ST BET will offer an mobile venue and online wagering experience. 1/ST Live will look to deliver an entertainment experience featuring A-list performances, food and beverage and parties.
“I am both proud and energized to be launching this new brand,” said Belinda Stronach, Chairman and President, 1/ST. “1/ST will stand for the transformation of this great legacy sports platform. It will build on our company’s industry leading work and will continue to be a driving force for meaningful change, setting a new standard of safety and care in Thoroughbred racing while delivering an exceptional experience for our fans and guests at our racetracks and online. We have a bold vision to drive growth and a renewed commitment to this incredible sport of Thoroughbred horse racing. And we are realists. There is a lot of work to do and we recognize that 1/ST is earned by each and every one of us, every day.”