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THE HEART OF HORSE RACING INC
S OZONE PARK, NY · EIN 992318567 · Form 990EZ · FY2025 · NTEE N01 · Recreation & Sports · Micro (<$100K) · theheartofhorseracing.com
revenue
$36K
expenses
$51K
net assets
$35K
employees
—
mission · from form 990

TO EDUCATE THE PUBLIC AND OTHER STAKEHOLDERS ON THE POSITIVE VIRTUES OF THE THOROUGHBRED INDUSTRY, THE SPORT'S DEDICATION TO EQUINE SAFETY AND WELFARE, ITS COMMITMENT TO PROVIDING BENEVOLENCE FOR THOSE INDIVIDUALS WHO CARE FOR THE HORSES, ITS ECONOMIC IMPACT AND JOB CREATION, AND ITS GREENSPACE PRESERVATION.

profile · synthesized from sources

The Heart of Horse Racing Inc is a nonprofit organization dedicated to reshaping public perception of thoroughbred racing by promoting its values of equine safety, animal welfare, and industry heritage. It targets both existing enthusiasts and new, younger audiences through emotional storytelling and inclusive outreach. The organization operates nationally, with a focus on increasing cultural relevance and long-term sustainability of the sport.

named programs · 4 · from sources

What they call their work

Collective Voice of Horse Racing
A campaign gathering personal stories from jockeys, trainers, owners, and fans to reframe public perception and emotionally connect with new audiences.
Connect with a Community
Promotes accessibility and family-friendly experiences at racetracks to attract new fans and increase in-person attendance.
Grow Fans and Ownership
Outreach effort targeting younger, tech-savvy audiences to expand fan engagement and encourage participation in horse ownership.
Reframing Horse Racing’s Image
Initiative to reshape public perception through inclusive storytelling, emphasizing equine welfare, safety, and the human connection to horses.
activities · 2 groups

What they do

  • Equine Industry Representation and Support 1 activity
    • Engage and grow horse racing fan base
      Works to attract new fans and players to horse racing while supporting and sustaining the existing fan community through outreach and engagement initiatives.
  • Equine Health and Welfare Education 1 activity
    • Public education about the thoroughbred industry
      Conducts public education initiatives focused on equine safety and welfare, the economic impact of horse racing, job creation, and greenspace preservation within the thoroughbred industry.
financials · form 990EZ · fy2025
revenue
Total revenue$36K
Contributions & grants$36K100%
Program service revenue——
Investment income——
Other revenue—
expenses
Total expenses$51K
Program expenses—
Admin / overhead—
Fundraising—
Salaries & benefits—
Grants paid out—
balance sheet
Total assets$35K
Cash—
Investments—
Liabilities—
Net assets$35K
2 years on record · 2024–2025 · YoY revenue -28.2%
leadership · form 990 part vii · fy2025

Who runs it

board members · 2
  • DANIEL COLLINS — DIRECTOR
  • MARIE KIZENKO — DIRECTOR
relationships · 11

Who they work with

  • Brad Cox Partner — Trainer highlighting improvements in safety regulations for horses and humans in horse racing.
  • D. Wayne Lukas Partner — Trainer sharing positive fan experiences to promote the appeal of attending horse racing events.
  • Dennis Cornick Partner — Part owner focused on changing public perception and attracting new ownership to secure the sport’s future.
  • Frankie Dettori Partner — Jockey who shares personal stories and advice as part of the campaign to promote the love of horses and the sport.
  • Jayson Werth Partner — Part owner calling for changed messaging to shift public stigma and grow the sport.
  • Jena Antonucci Partner — Trainer advocating for modernizing the sport’s image to appeal to new generations.
  • John R. Velazquez Partner — Jockey advocating for industry unity and the well-being of horses as central to the sport’s future.
  • Junior Alvarado Partner — Jockey contributing to the campaign by emphasizing the importance of ensuring a safe future for horse racing.
  • Kendrick Carmouche Partner — Jockey who shares personal perspective on the love of horses to counter public misconceptions about the sport.
  • Tina Bond Partner — Managing partner and co-owner highlighting the need for better messaging to show the true nature of the industry.
  • Todd Pletcher Partner — Trainer emphasizing the importance of fans and their role in driving the horse racing industry.
strategies · 3

How they approach the work

Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.

  • Digital Engagement to Reach New Audiences
    methodology: digital_engagement_for_growth
    By leveraging digital platforms to engage younger, tech-savvy audiences, we generate broader interest in horse ownership and new revenue streams because digital access lowers barriers to entry and aligns with the behaviors of emerging demographics.
  • Emotional Storytelling to Reshape Cultural Perception
    methodology: emotional_storytelling
    By using inclusive narratives and emotional storytelling, we increase cultural relevance and public engagement with horse racing because personal, relatable stories generate empathy and connection more effectively than factual messaging alone.
  • Public Education to Promote Industry Values
    methodology: public_education
    By educating the public about the thoroughbred industry's positive attributes—such as animal welfare, economic impact, and environmental stewardship—we foster broader public support and cultural legitimacy for horse racing, because informed audiences are more likely to value and sustain the industry.