Playfly to drive revenues for new-look Belmont Park

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The New York Racing Association (NYRA) has signed a wide-ranging partnership with sports marketing, media and technology company Playfly Sports to drive revenues for the new-look Belmont Park, which is in the midst of a $455m (£355m/€421m) redevelopment project.

Playfly will serve as the sponsorship sales, premium hospitality and ticket partner for the new Belmont Park, which is set to reopen in 2026.

As part of the three-year deal, Playfly will work with NYRA’s corporate partnership sales team on commercial strategy and valuation of the new venue, marquee asset sales representation, and hospitality strategy and sales representation.

The partnership builds on prior collaborations between NYRA and Playfly, which have focused on driving hospitality and sponsorship opportunities at Saratoga Race Course. Most recently, Playfly assisted NYRA with valuation and sponsorship elements for the Belmont Stakes Racing Festival, which was held at Saratoga due to Belmont Park’s unavailability.

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