LAST week’s Tattersalls Ireland Goresbridge Breeze Up Sale was hugely successful, by any measure.

Not only were all the key metrics well up on previous years, the number of foreign buyers on-site was also up significantly, a fact which pleased Charles O’Neill, chief executive of Irish Thoroughbred Marketing.

“There were buyers there from at least 16 different countries and they bought at all levels,” O’Neill said. “But what was great to see was the number of buyers there who were active at the top end, spending six figures on a horse. “It proves that the top buyers will always be in Ireland to buy the top horses. We just need more of them.”

Making contact with the key racehorse owners, trainers and bloodstock agents in advance of an Irish sale is a key part of ITM’s work. O’Neill explained: “Our job is to look after them, make it as easy as possible for them to purchase. They don’t have to worry about transport or accommodation. We will always find a room for them, even though that can sometimes be challenging.”

Next on the list for ITM are the store sales at Goffs and Tattersalls Ireland. “Bookings from potential purchasers are very strong,” O’Neill reports. “We’ve been doing extensive race sponsorships in Britain and the response has been that British trainers and owners are looking forward to coming here. It all points to a solid store horse sales season.”

Once the store sales are wrapped up in July, it’s full steam ahead in promoting the Irish yearling sales. The key message from O’Neill and his team to vendors is that they can be confident their best horses will realise their full value if sold in Ireland.

“We are working tirelessly to get all the top buyers to Ireland for the yearling sales at Tattersalls Ireland and Goffs,” O’Neill states. “They are coming from Britain, Europe and increasingly from the US and Asia. These buyers are crying out for top calibre horses, the €500,000 colts and fillies. We don’t want them going home with money in their pockets.”

He says interest from the US agents in this year’s Irish yearling sales is already higher than normal. “The prize money available to them in the US is phenomenal and they know they have to come here to get horses who can be competitive.

“They have seen what Stonestreet Stables have achieved with Irish purchases such as Love Reigns and Twilight Gleaming. Last Sunday you had an Irish-bred 1-2-3 in the Hong Kong Group 1. There is huge demand for that kind of quality and these buyers are coming to Ireland to find those horses.”

O’Neill singled out US-based bloodstock agent Ben McElroy as someone who has promoted Irish sales to his clients and he said this year’s Kentucky Derby-winning owner, Ramiro Restrepo of Marquee Bloodstock, is also a supporter of Irish sales.

Another factor which is boosting interest from British buyers in Irish sales is the IRE Incentive, the scheme which sees a €10,000 sales voucher presented to the winning owner of selected races in Ireland and Britain, when that race is won by an Irish-bred horse.

The scheme was launched in 2021 and has already seen €2.5 million in sales vouchers given to owners. The vouchers can only be redeemed at Irish sales if spent on an Irish-bred horse who is Foal Levy-compliant. ITM estimate the scheme has generated a further €10 million in sales.

“The owners end up spending multiples of the voucher value,” O’Neill says. “It’s a huge incentive. Trainers regularly tell me they are coming because they have vouchers to use. There are 100 IRE Incentive races in Britain this year and we are attending as many of them as we can, promoting the Irish sales and helping the winning owners to make arrangements to come over. The whole thing has been a game-changer for us.”

Asia is also a growing market, headed by owner Zhang Yuesheng of Yulong Investments. Mr Zhang has been a prolific supporter of Irish sales and so far this year he has been very active at sales around the world. O’Neill said: “Mr Zhang has indicated to us he will be attending the Irish yearling sales in September. ITM is sponsoring a race in Yulong in September and we are already working to ensure everything is made as easy as possible for Mr Zhang to be here for the sales.”