Horse Racing League Names Commercial Leadership Team
The Horse Racing League has appointed three chief officers and named Elevate its exclusive partner for ticketing, hospitality and sponsorship sales ahead of its 2027 debut.
Updated on Nov. 5, 2026 in People
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The Horse Racing League (HRL) appointed Renee Wilm as Chief Business Officer, J-T Ladt as Chief Marketing Officer and Clifford Lidell as Chief Brand Officer. It also named Elevate its exclusive partner for ticketing, hospitality and sponsorship sales.
Why it matters
The appointments expand the HRL's commercial organization as it prepares for its inaugural season with ten teams in 2027. The Elevate partnership gives the league a dedicated partner to package and sell sponsorship opportunities.
The HRL plans ten teams for its 2027 inaugural season and offers over $10 million in annual prize money, while more than $11 billion was wagered on U.S. races last year. Team rosters, the schedule and broadcast arrangements have not yet been disclosed.
The players
Horse Racing League (HRL)
A team-based horse racing league co-founded by Greg Maffei and Danny Epstien that is preparing its first season for 2027.
Elevate
A commercial services firm with offices in North America, Europe and Asia that has served about 1,000 clients and is now the HRL's exclusive ticketing, hospitality and sponsorship partner.
The details
Renee Wilm, who brings 25 years of commercial executive experience, will serve as Chief Business Officer. J-T Ladt, with about 20 years in marketing and brand work, becomes Chief Marketing Officer, and Clifford Lidell takes the Chief Brand Officer role. Elevate will support the leadership team in packaging and selling sponsorships and will use its EPIC AI-powered insights platform to help unify consumer and ticketing data.
Timeline
November 5, 2026: HRL announces commercial leadership appointments and the Elevate partnership.
2027: HRL's inaugural season launches with ten teams.
Market Landscape
The HRL is entering a sport whose audience reached a record 19.3 million average viewers for the 2026 Kentucky Derby and whose Breeders Cup viewership rose 18% over two years. The league is positioning itself to convert that interest, and more than $11 billion in annual U.S. wagering, into a team-based competitive format.
Fans who follow horse racing may see new ticketing, hospitality and sponsorship offerings once Elevate begins selling access for the 2027 season. The league's ten teams and prize structure will shape which races and experiences are available to attend or watch.
The takeaway
Leadership hires and a dedicated ticketing and sponsorship partner signal that the league is building its commercial infrastructure before racing begins. Readers following the sport can watch for team and schedule announcements ahead of 2027.
What happens next
Additional details on teams, the schedule, ticket access, sponsorship opportunities and broadcast plans will be announced shortly.
Further reading
Learn more about People executive moves shaping the U.S. business landscape.
More information
Visit the HRL official league website for updates on teams, the schedule and ticket access.
Source note: This article includes information reported by Oneelevate.
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