Pythia Sports has produced an inside look at how new AI/machine learning data analysis is revolutionising the way race horses are bought and sold, with a knock-on impact for bookmakers.
The 2025 breeze-up sales season concluded with the Tattersalls Ireland sale at Fairyhouse, capping a year that delivered record-breaking performance across multiple sales events in Europe. The annual series of auctions, which feature two-year-old thoroughbreds demonstrating their athletic potential, has increasingly become a data-driven component of the wider horse racing ecosystem — including igaming, where form and performance data influence betting markets.
Total turnover across all major breeze-up sales reached approximately £70.2 million, with double-digit year-on-year growth recorded at each key venue. Craven posted a 25.7% increase, Goffs UK saw a 12.4% rise, Arqana grew by 24.8%, and Tattersalls Ireland recorded a 21.5% uptick. The Tattersalls Ireland sale also became the first in its history to surpass €10 million in trade, with the top lot — a Night of Thunder colt — sold to Stroud Coleman Bloodstock for €580,000.
This year’s sales cycle also saw several all-time benchmarks eclipsed. At the Craven sale, the record for the highest-priced breeze-up horse was broken on consecutive days. A colt by Acclamation was sold to Godolphin for £1.4 million, before a Havana Grey colt was purchased by Amo Racing for £1.75 million. Meanwhile, Goffs recorded its first-ever £1 million breeze-up sale, with a Mehmas colt also acquired by Godolphin.
The increasing application of artificial intelligence in the racehorse buying process was another notable development in 2025. Data technology provider Pythia Sports introduced a proprietary AI and machine learning system designed to analyse historical sales data and live breeze-up performance metrics to support buyers in decision-making. While the full impact of this technology is yet to be quantified, its adoption coincided with a year of exceptional growth and sales activity.
The success of Ruling Court, the 2025 2,000 Guineas winner and a €2.4 million purchase from the 2024 Arqana sale, also underscored the significance of breeze-up events for sourcing elite racing talent. As AI tools continue to evolve and become further embedded in scouting and acquisition processes, their influence may grow — with potential implications not just for horse ownership, but also for how betting data is interpreted in the broader igaming sector.
Stephen Davison, head of commercial operations at Pythia, said: “The video content captures some brilliant highlights of everything that goes into creating a complete data set at the 2025 sales. The breeze up continues to be an ever-popular sale for buyers seeking top two-year-old talent, and it’s a testament to the hard work of all the consignors and buyers who helped drive this year’s record-breaking results. We hope the insights provided through our data have played a small part in supporting their success.
“From our point of view, we’re really pleased to have been involved in 18 purchases, with the combined purchase prices exceeding £1.4 million. We’re very much looking forward to seeing them on the track and hope they prove very lucky for their owners.”
Davison continues: “It’s also fantastic for those who want an inside look into some of the hard work that happens behind-the-scenes in horse racing. We’re really pleased at how successful the sales have been, and we love how the sector has responded to our breeze up technology.
“Incorporating more than 100 essential factors, the innovative tech is a proprietary model which evaluates time, stride and biomechanics for every horse at the breeze ups. These individual factors then generate a comprehensive rating for each horse,” said Davison.
“Tattersalls Ireland provided a fantastic finale to the breeze up season, with average prices rising and yet more records falling. It’s clear that breeze ups have become an essential part of the sales calendar, offering buyers both quality and confidence. It’s an exciting time for the sector — and now, with the sales behind us, the spotlight shifts to the track. I’m sure, like me, everyone is eagerly anticipating how these horses perform, especially with some already making a strong impression,” Davison explained.
