The money keeps coming for the top!

It has been another incredible bloodstock sales season as the averages continue to rise throughout the Inglis and Magic Millions sales. I attended every sale except the MM Perth and Tasmania and what it taught me was the rich continue to get richer. The middle to bottom end was a horrible watch especially at the Magic Millions March, Magic Millions Adelaide, Inglis HTBA and anything with a Book 2 label. I realise that these sales are always the first to feel the pinch but it's the best indicator that trainers and syndicators are drawing back due to uncertainly in the economy. We will likely see a massive correction in the coming seasons with a reduction of breeding numbers and this will further cement the investment of those entrenched in the industry.

So why did I persist with being active in a digital media capacity in 2026 with this market?

The answer is if you are a small marketing business in this racing-breeding market you have to. We have seen the introduction of AI and the ease of usage is filling those voids that were easy to service. To match this is the presence of media personell on the ground. This number has swelled in recent years and will continue to as training stables, syndicators and studs utilise in house staff to save money. In my opinion the media industry has priced themselves out. It was easier for racing/breeding participants to invest in camera equipment and DIY. I went back to basics with my approach and really slogged it out with tight margins throughout the sales season. My sales circuit was pre-budgeted and paid for prior and it was a risky but essential move. 2027 looks like we will see further retraction in my space as pricing becomes more competitive as the next generation of media providers hit the pavement.

I've tried to be proactive to ensure the sustainability of Over The Line Racing. Outsourcing to trusted colleagues has been essential as we look to broaden the horizon and service our clients with the very best service. It will be a continued fight for new money and with the absence of fresh brands in the training ranks the grind will continue.

Grit your teeth, cut your costs and limit expenses. It's going to be a tough 2026-27.