Irish Thoroughbred Marketing

What Irish Thoroughbred Marketing does

Irish Thoroughbred Marketing Limited (ITM), established in 1991, is a not-for-profit, non-trading, semi-state organisation and a wholly-owned subsidiary of Horse Racing Ireland (HRI), the statutory body responsible for the administration of horse racing in Ireland. ITM operates from its headquarters at Ballymany, The Curragh, Co. Kildare, and serves as the single official gateway for overseas persons — racing professionals and bloodstock buyers from over thirty countries — seeking information and assistance on the Irish bloodstock industry across breeding, buying, racing, investing, learning, and visiting Ireland.

ITM delivers a portfolio of services rather than a single product. Its flagship event is the annual ITM Irish Stallion Trail, held across 30+ stallion farms in 12 counties. It administers incentive programmes — notably the IRE Incentive Scheme (€10,000 bonuses for Irish-bred winners of selected races) and the Inward Buyer Programme (€200–€1,500 travel contributions for overseas purchasers by country of origin). It stages ITM Barrier Trials in partnership with Irish EBF and IHRB, and supports new racing initiatives such as the 2025 Irish EBF Academy Hurdle Races. Operational services include bespoke visit itineraries, visa support letters, hotel and transport bookings, an equine property listing service, an agent/transport/insurance directory, and curated guidance on equine education at RACE, Irish National Stud, and Godolphin Flying Start.

ITM does not earn revenue commercially; it is funded by its parent HRI, and operates under the backing of the Irish Government and the Irish bloodstock industry. Commercial scale is captured in industry-level terms rather than ITM's P&L: Ireland is the No. 1 producer of thoroughbreds in Europe, with 180+ stallions at stud, 6,000+ registered breeders, 26 racecourses, 10,000+ horses in training, and €2.5 billion in direct and stimulated annual industry expenditure. The go-to-market is sales-led and event-driven, executed through a small in-house team (CEO, GB Market Manager, European and Italian Representatives, Marketing Coordinators) supported by partner channels including Goffs, Tattersalls Ireland, Coolmore Stud, Ballylinch Stud, ITBA, equuip, and the Irish Equine Centre.

Name

Irish Thoroughbred Marketing

Legal name

Irish Thoroughbred Marketing Limited

Website

https://itm.ie

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Irish Thoroughbred Marketing (ITM) is a 1991-founded, not-for-profit, semi-state organisation and HRI subsidiary that serves as the official gateway for international buyers, breeders, and racing professionals from 30+ countries seeking access to the Irish thoroughbred industry across sales, stallions, racing, education, and visiting services.

Ownership category

akta.pro rank

Product category

Equine Industry Marketing Services

NAICS

Horses and Other Equine Production (11292)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Equine Sales, Auctions & Bloodstock Agencies (AFAEAGAH)

akta.pro secondary industries

Racehorse Ownership, Syndication & Investment Platforms (MPAEADAG), Racecourse Hospitality, Sponsorship & On-Track Experiences (MPAEADAM), Training, Stables & Equine Services (MPAEADAI), Stallion Services & Semen Collection/Distribution (AFAEAGAB)

Keywords

• Thoroughbred marketing
• Bloodstock promotion
• Equine industry services
• Horse racing promotion
• Thoroughbred breeding

Headquarters

HQ city

The Curragh

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Government Funding: ITM is a not-for-profit, non-trading, semi-state organisation funded by Horse Racing Ireland (HRI). As a subsidiary of HRI, the organization does not generate revenue through commercial activities but operates through government support and industry backing.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Irish Thoroughbred Marketing (ITM) is a not-for-profit, semi-state organisation that promotes Ireland as the leading source for the production and sale of quality thoroughbreds worldwide. Its core offerings consist of services and incentive programmes for international buyers, breeders, and racing professionals, including the annual ITM Irish Stallion Trail event, the IRE Incentive Scheme, the Inward Buyer Programme travel incentives, ITM Barrier Trials, the Irish EBF Academy Hurdle Races, visit-Ireland coordination, equine property listings, and directories of bloodstock agents, transport, and insurance providers.

Product overview

Irish Thoroughbred Marketing (ITM) operates as a not-for-profit, semi-state organization promoting Ireland as the leading source for thoroughbred breeding and sales worldwide. Rather than a single software product, ITM provides a portfolio of services including: the annual ITM Irish Stallion Trail event; incentive programmes (IRE Incentive Scheme offering €10,000 bonuses and Inward Buyer Programme for travel incentives up to €1,500); racing services (Barrier Trials and Irish EBF Academy Hurdle Races); visit and travel services (itineraries, visa assistance, hotel/car bookings); equine property listings; education guidance; and comprehensive directories of bloodstock agents, transport, and insurance providers. These services work together to support overseas buyers, breeders, and racing professionals in engaging with the Irish thoroughbred industry.

Differentiator

Problem solved

Functional benefit

Brands

• ITM Irish Stallion Trail: Annual showcase for the Irish thoroughbred breeding industry with stallion farms across Ireland opening their doors to breeders and racing professionals.
• Inward Buyer Programme (IBP)
• IRE Incentive Scheme
• Barrier Trials

Products and services

• ITM Irish Stallion Trail Annual two-day showcase event where stallion farms across Ireland open their doors to breeders, racing professionals, and fans to view stallions on the Irish roster.
• IRE Incentive Scheme Incentive programme awarding €10,000 bonuses to owners of Irish-bred winners of selected races across Ireland and Britain, with bonuses redeemable on Irish-breds at Irish sales.
• Inward Buyer Programme (IBP)

Quantifiable outcome

• 20 of 28 Cheltenham Festival winners 2025 trained in Ireland; 10 of 14 G1 winners bred or trained in Ireland
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered flagship, core and minor.

• Horse Racing Ireland (HRI)flagshipStrategic or Co-development Partner · 1 January 2001ITM is a subsidiary of Horse Racing Ireland (HRI), the organization responsible for the administration of horse racing in Ireland. HRI provides funding and strategic direction, with ITM serving as the first point of contact for overseas persons seeking information on the Irish bloodstock industry.
• Irish Equine CentrecoreStrategic or Co-development PartnerThe Irish Equine Centre fulfils a vital role in protection against potentially devastating equine diseases. HRI provides a substantial annual grant to support this not-for-profit organization.
• Irish Horse Welfare Trust (IHWT)minorStrategic or Co-development PartnerEstablished in 1999, IHWT is Ireland's largest dedicated equine charity providing rehabilitation and rehoming services. HRI directly supports this organization.
• Treo EileminorStrategic or Co-development PartnerEstablished in 2020, Treo Eile is a not-for-profit providing assistance to racehorse trainers and owners who wish to rehome and retrain horses once racetrack careers are complete.
• equuip (Horse Racing Ireland Education)coreStrategic or Co-development Partnerequuip is the dedicated education and training department of Horse Racing Ireland, connecting prospective students with Irish equine education opportunities.
• Racing Academy & Centre of Education (RACE)coreStrategic or Co-development PartnerThe national training academy for the Irish horse racing industry offering courses for jockeys, stable staff, trainers, and breeders.
• Irish National StudcoreStrategic or Co-development PartnerWorld-renowned institution established in 1971 providing the Thoroughbred Breeding Course offering students firm grounding in every aspect of horse breeding.
• Godolphin Flying StartcoreStrategic or Co-development PartnerA two-year, full-time Management and Leadership training programme specializing in the international thoroughbred racing and breeding industry.
• Coolmore StudflagshipStrategic or Co-development PartnerWorld-renowned stallion farm participating in the ITM Irish Stallion Trail. Coolmore hosts stallions including Auguste Rodin, City Of Troy, No Nay Never, and 9 other stallions in the Trail.
• Ballylinch StudcoreStrategic or Co-development PartnerLeading stallion farm hosting stallions including Lope De Vega, New Bay, Bayside Boy, and Look De Vega in the ITM Irish Stallion Trail.
• Irish Thoroughbred Breeders' Association (ITBA)coreStrategic or Co-development PartnerPartner supporting the IRE Incentive scheme and Weatherbys National Hunt Fillies Bonus Scheme, adding €7,500 bonus for winning Irish-bred fillies.
• Goffs (Irish Sales Company)flagshipChannel Partner/ Reseller/ DistributorMajor Irish bloodstock auction company hosting yearling sales, store sales, and the Punchestown Sale. Partner in IRE Incentive scheme with Goffs €50,000 Bonus Series races.
• Tattersalls IrelandflagshipChannel Partner/ Reseller/ DistributorMajor Irish bloodstock auction company hosting September Yearling Sale and Derby Sale. Partner in IRE Incentive scheme.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Japan Racing Association: Japan's major semi-public racing body operating racecourses and promoting Japanese thoroughbred racing globally. Comparable as a government-aligned racing promotion organization with a much larger operational footprint.
• The Jockey Club (UK): Largest commercial horse racing organisation in the UK, operating major racecourses and industry programmes. Comparable to ITM in industry promotion but broader in commercial scope.
• Hong Kong Jockey Club: Major non-profit racing and breeding organisation operating Hong Kong's racing industry and promoting thoroughbred sport. Comparable as a large, government-aligned racing promotion body.

Direct peers

• Australian Thoroughbred Breeders: Australian national body for thoroughbred breeders, promoting Australian stallions and bloodstock internationally. Directly comparable to ITM's stallion-roster and breeder-promotion activities.
• Maryland Horse Industry Board: US state-level governmental body promoting Maryland's horse industry including breeding and racing. Comparable as a publicly-backed industry promotion organisation, though at sub-national scope.
• Thoroughbred Breeders' Association (UK): UK trade body representing thoroughbred breeders and promoting British bloodstock. Directly comparable to ITM's breeder-facing promotion of stallions, farms, and breeding services.
• British Horseracing Authority: National regulatory and promotional body for British horseracing, the closest functional analogue to ITM in a neighbouring jurisdiction. It oversees racing, breeding-related policy, and industry promotion for the UK's thoroughbred sector.
• Kentucky Horse Council: US state-level industry association promoting Kentucky's equine sector. Comparable as an industry-promotion body, although operating in a US state rather than a national context.
• Racing Australia: Australian national body for thoroughbred racing administration and industry promotion. Comparable in promoting a national bloodstock brand to international buyers and supporting breeder and owner engagement.
• France Galop: French governing body for flat and obstacle racing and the national promoter of French thoroughbred breeding and sales. Directly comparable to ITM in promoting national stallions, sales incentives, and international buyer engagement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/IREthoroughbred
• YouTubebit.ly/2FZ9FG7
• Facebookfacebook.com/IrishThoroughbredMarketing
• Instagraminstagram.com/irishthoroughbred
• LinkedInlinkedin.com/company/irish-thoroughbred-marketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Irish Thoroughbred Marketing