NYRA/PlayFly Photo

NYRA to partner with Playfly Sports on the new Belmont Park

by Pat McKenna, Kyle Gurganious

The New York Racing Association, Inc. (NYRA) today announced 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 currently undergoing a $455 million redevelopment.

Last renovated in the 1960’s, the project to build a new Belmont Park is one of the most significant racetrack construction projects in modern memory. With a redesign led by global sports and event architecture firm 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.

“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,” said David O’Rourke, NYRA President & CEO. “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.

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.

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.

“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,” said Craig Sloan, President of Playfly Sports. “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.”

About the New York Racing Association, Inc. (NYRA)

The New York Racing Association, Inc. (NYRA) is a not-for-profit organization franchised by New York State to conduct thoroughbred racing at Aqueduct Racetrack, Belmont Park and Saratoga Race Course. NYRA tracks are the cornerstone of New York’s horse racing economy, which is responsible for 19,000 jobs and more than $3 billion in annual statewide impact.

NYRA is the parent company of NYRA Bets, LLC, the national advanced deposit wagering platform launched in 2016 and currently available to customers 36 states. NYRA Bets provides bettors the opportunity to wager on tracks worldwide from anywhere at any time. The NYRA Bets app is available for download on iOS and Android at NYRABets.com.

About Playfly Sports

Playfly Sports is a full-service sports marketing company operating where sports marketing, media & technology converge. Playfly Sports drives outcome-based solutions for brands reaching approximately 83% of all U.S. sports fans generating over 230bn impressions each year in pro, college, and high school sports. Utilizing the influence and durability of local sports fandom, Playfly Sports exclusive rights in the NBA, NHL, MLB, NCAA, esports, and high school sectors drive value for our local, regional, and national brand partners. Playfly’s insights-infused multimedia and tech platforms drive innovation through scaled linear, digital, in-venue, and experiential marketing and engagement assets. Playfly Sports has the unique ability to partner, innovate, and advance the aspirations of athletes, brands, academic institutions, and sports fans across the U.S. Playfly Sports is Igniting Brands through the Love of Fans.

Visit Playfly Sports online at playfly.com and follow Playfly Sports on LinkedIn, Twitter and Facebook: @PlayflySports www.playfly.com