Kentucky: Caesars partners with Keeneland, Red Mile tracks ahead of sports betting market launch

Caesars Sportsbook is partnering with historic racetracks Keeneland and Red Mile ahead of Kentucky’s sports betting launch, the sports wagering platform of Caesars Entertainment announced on Tuesday. The firm intends to offer both in-person and mobile sports gambling to those 21 and older in the Bluegrass State.

The agreements with Keeneland and Red Mile Gaming & Racing in Lexington grant the operator market access to offer legalized mobile wagering, and include plans to open Central Kentucky’s only brick-and-mortar retail locations. The finalization of the projects is subject to regulatory approvals from the Kentucky Horse Racing Commission.

“Keeneland and Red Mile are iconic horse racing venues with an important legacy in the state of Kentucky,” said Eric Hession, President of Caesars Digital. “Customers in the region have long enjoyed our world-class Caesars destinations and, most recently, our horse racing wagering app, Caesars Racebook.” 

“Working with these historic institutions provides an unmatched opportunity to reach sports and racing fans in the state, and we look forward to working with the Kentucky Horse Racing Commission as we prepare to launch later this year.”

According to the operator, these new relationships further reinforce Caesars’ commitment to horse racing and the continuous expansion of the Caesars Racebook app, facilitated through a partnership with the New York Racing Association. 

Caesars is the presenting sponsor of the National Horseplayers Championship, hosted annually at the recently rebranded Horseshoe Las Vegas, and the company also recently announced plans for a mile-long Thoroughbred racetrack with a casino and sportsbook in Columbus, Nebraska, at Harrah’s Columbus Racing & Casino, coming in 2024.

“Keeneland’s venture with Caesars Sportsbook holds exciting potential and furthers our mission to introduce new audiences to horse racing,” said Keeneland President and CEO Shannon Arvin. “Caesars is a globally respected brand, and we value their commitment to racing and their expertise in sports wagering.”

Founded by horsemen in 1936, Keeneland is a National Historic Landmark hosting boutique race meets in April and October and the Breeders’ Cup World Championships in 2015, 2020, and 2022. Keeneland is also the world’s largest Thoroughbred auction house, conducting five auctions annually. 

Kentucky's Red Mile track

For its part, Red Mile, established in 1875, is the second-oldest harness racing track in the world and “a premier gaming destination in Kentucky,” featuring over 950 Historical Horse Racing machines.

“At Red Mile Gaming & Racing we are excited to continue introducing this historic harness track to new audiences,” commented Red Mile Chief Operating Officer Shannon Cobb. “Opportunities with sports wagering on site, added to live racing, simulcasting, and HHR Games accomplish goals we have worked toward for several years.”

As part of this relationship, Caesars Sportsbook will be an official sports betting partner of Keeneland and Red Mile and offer on-track hospitality and VIP experiences at both racetracks to members of its customer loyalty program, Caesars Rewards. In addition, Caesars Sportsbook will operate an on-premise retail sportsbook at Red Mile, subject to regulatory approvals.

When legalized sports wagering launches in Kentucky, Caesars Sportsbook customers will be able to tie their wagers with Tier Credits for status and Reward Credits that can be used to unlock Caesars Rewards experiences and discounted getaways at Caesars’ destinations across the United States.

Kentucky working on sports betting launch

After being legalized during the 2023 legislative session, the Bluegrass State gears up for the launch of its sports betting market. The law goes into effect on June 28, but state regulators are already working toward a hopeful launch by the NFL betting season. As per the law, each of the state’s nine horse racing tracks can partner with up to three online sportsbooks, meaning 27 operators could be allowed in total.

Gov. Andy Beshear signed sports betting into law earlier this year

Caesars’ partnership with Keeneland and Red Mile is the first one to be officially announced, but Churchill Downs officials indicated in a recent earnings call that they are working in an agreement with sports betting giant FanDuel. However, with more than two dozen licenses available, Kentuckians are likely to see industry players large and small set up shop in their state. 

In addition to Churchill Downs, Keeneland and Red Mile, six other tracks in Kentucky qualify for licenses: Cumberland Run (a new racing facility); Ellis Park; Kentucky Downs; Oak Grove Racing and Gaming; Revolutionary Racing (under construction); Turfway Park.