Breeders' Cup appoints executives tasked to lead 'new initiatives'

The Breeders’ Cup on Friday announced the appointment of two new executive team members: John Keitt as chief operating officer and Rogers Beasley as chief strategy officer. In their respective roles, Keitt and Beasley will work directly with the management team to oversee strategic planning, business development and other administrative functions of the championships, which return to Keeneland in 2020.

“We are excited to welcome John and Rogers to the Breeders’ Cup team,” said Breeders' Cup President and CEO Drew Fleming. “With decades of experience outside and inside the Thoroughbred industry, John and Rogers bring to our organization extensive knowledge and expertise as well as proven track records of success and innovation. We are confident that they will instantly become indispensable assets to our team as we continue to grow and evolve our long-standing sport.”

As COO, Keitt will oversee the day-to-day administrative and operational functions of the Breeders’ Cup, including financials, business negotiations, operations, legal, sponsorship and marketing. Keitt will also work with the company’s management team on future domestic and international business planning and structuring, as well as industry initiatives.

“It’s an honor to join the Breeders’ Cup, which is widely recognized as one of the leading organizations in the Thoroughbred racing industry,” Keitt said. “I look forward to working alongside Drew and the rest of the team to develop new initiatives, innovations, and opportunities that will continue to establish the brand as one of the best in the business.”

Prior to joining Breeders’ Cup, Keitt most recently served as CEO and publisher of the news publication BloodHorse. Before his time at BloodHorse, Keitt worked as a strategic business advisor, where he counseled international blue-chip companies and sport authorities.

As CSO, Beasley will work closely with the Breeders’ Cup management team to shape the company’s future business strategies, including future host site selection and expansion of the Thoroughbred Safety Coalition. Beasley will assist in planning for the Breeders’ Cup World Championships and further developing the company’s relationships with international partners.

“During my many years at Keeneland I had the privilege of working with the Breeders’ Cup and seeing firsthand the impact of the event on participants, communities and fans around the world,” Beasley said. “It’s a privilege to be joining the team and I’m excited about all that’s in store, not only for the organization, but for the industry at large.”

Beasley joins the Breeders’ Cup following a 34-year tenure at Keeneland, during which he served as both director of sales and director of racing. While heading up sales, Rogers oversaw an increase in annual sales proceeds and was accredited with the growth of Keeneland’s acclaimed racing program. He also led several progressive initiatives, including the creation of a state-of-the-art repository to promote transparency and make health information on every sales horse immediately available to veterinarians and horsemen, as well as the development of a points system to evaluate all yearlings and the inauguration of the April Two Year-Olds in Training Sale.

As head of racing, Beasley helped build Keeneland’s stakes program into one of the most lucrative in North America. Notably, he was instrumental in attracting the 2015 Breeders’ Cup World Championships to Keeneland, which served as track’s inaugural hosting of the Championships and was widely regarded as one of the best in the event’s history.