Your Mission-Driven Partner

Keeneland's commitment to our customers and the industry amidst a global pandemic

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Commitment to our Mission


The challenges of COVID-19 changed how the world conducts business for the short term and long. Keeneland rose to meet those challenges with state-of-the-art technology, enhanced safety protocols and coordination on an international level while maintaining the highest standards of hospitality and customer service for which Keeneland is known.

As a result, our partners and customers from around the world were able to conduct business safely and successfully in a variety of formats.


September Back Ring
Back Ring September

Flexibility and Adaptions

As the global leader for Thoroughbred auctions, Keeneland was committed to creating an environment – both in-person and virtually – that would allow customers to conduct their business in not only a safe manner, but one up to speed with our ever-evolving world.

Enhancements introduced in 2020 included:

  • Online bidding 
  • Expanded phone bidding options 
  • Digital walking videos 
  • Virtual inspections 


Woman with hand up

We are very impressed with Keeneland’s online auction platform. The technology is state-of-the-art, easy to navigate and allows us to bid in real time. Thanks to their site, we have purchased over a million dollars’ worth of horses from the comfort of our New Jersey office. While there’s no substitution for attending the sale, this was an excellent alternative.
Jonathan Green, DJ Stable, LLC

Keeping Customers Safe and Comfortable

Keeneland instituted the following changes throughout our campus aimed at keeping customers and employees safe and comfortable as they conduct business:


  • On-site COVID-19 testing 
  • Safe hospitality enhancements 
  • Expanded bidding areas throughout the property
  • Partnering with UK HealthCare to offer vaccines to farm workers in 2021 to ensure access to everyone in preparation of the 2021 September Sale


The communications Keeneland put out about what the COVID-19 protocols were going to be and how to navigate them alleviated a lot of stress. My biggest concern was how the social distancing at the barns and around the pavilion would affect productivity and bidding, but it wasn’t an issue whatsoever.
Phil Hager, Taproot Bloodstock
horse showing
Person Checking Temperature

International Presence

Keeneland worked with officials at the state and national level to assist customers coming from outside the U.S. to navigate travel restrictions.

During the last challenging 12 months, the initial political discussion and then assistance provided by Keeneland to obtain visa waivers to allow travel to Kentucky for essential business in the thoroughbred bloodstock industry has been invaluable.
Fiona Craig

Eye on the Horizon

For nearly a century, Keeneland has been steadfast in its commitment to the horses and those who revere them. We pay homage to the traditions of the past while always keeping an eye on the horizon and embracing technology and new ways of thinking to lead us into the future.

This year, Keeneland is committed to helping the industry regain a sense of normalcy while embracing the enhancements and technological advancements instituted this past year. We partnered with University of Kentucky Health Care to offer vaccination clinics for farm workers and are introducing a new enhanced digital catalog for customer convenience as we look forward to Keeneland September. 

The game changer for me were the virtual inspections. It allowed you to re-evaluate and compare horses easily, and it was a great tool for my clients who weren’t in town.
Phil Hager, Taproot Bloodstock
Person talking with a face shield
Person walking a horse with a mask