Join the Movement to Secure Thoroughbred Futures
Beforecare™ operates using the principles of a Benefit Corporation and approaches Aftercare funding from a fundamentally different starting point: not how to raise more donations, but how to responsibly participate in a mature, global market that other sports have relied on for decades.
Independent reports indicate that the sports collectibles and memorabilia market exceeded $25 billion in 2024 and is projected to grow to $40 billion by 2030 and $90 billion by 2035. Currently, digital imagery and tokens account for approximately 10% of this market and are projected to reach 33% by 2030. Until now, the Thoroughbred industry has not meaningfully participated in this market at scale.
This gap is not due to a lack of history, value, or demand. Rather, it reflects the absence of centralized licensing, authentication, and distribution infrastructure capable of operating across the sport’s full lifecycle.
Thoroughbred Collectibles as a Revenue Model
Beforecare™ was created to build that infrastructure through licensed Thoroughbred racing and breeding artifacts tied to real horses, real people, and real moments. Marketing collectibles spanning Thoroughbreds, jockeys, trainers, breeding operations, ownership groups, and racetracks, including race-used materials from graded-stakes races and historic venues, will fuel a new revenue engine to fund permanent Aftercare.
Net proceeds flow directly into the Beforecare™ Pension Plan, where funds are pooled to support lifelong care through existing Aftercare organizations. This model shifts Aftercare funding beyond the industry itself over time, reducing long-term burden while establishing permanence.
In most professional sports, revenue generated through collectibles flows primarily to commercial rights holders. Beforecare™ applies a different model, directing net proceeds to benefit Thoroughbred Aftercare organizations in a way that supports the long-term health, growth, and sustainability of the sport and industry.
Over the next five years, Beforecare™ is projected to capture approximately 1% annually of the global sports collectibles market, generating funding to support permanent, comprehensive Aftercare across the Thoroughbred population.
The mechanics of this market are proven. The opportunity now is participation. With industry alignment, the Thoroughbred sport can responsibly claim its place in a global market and convert admiration for the game into lasting care for its horses.
Industry
Owners, trainers, jockeys, track contribute to the planned pension fund knowing the horses are cared for after their racing careers.
Care Facilities
Non-profits and sanctuaries focus on operations over fundraising knowing a centralized source of money is earmarked for thoroughbred care.
Fans
Fans, Horseplayers, and collectors embrace the cherished moments and rare memorabilia opportunities which builds enthusiasm and new fans.
Contact Us
To learn more about Beforecare™ or the 2030 Initiative, send Danny a message.
Questions?
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