In BloodHorse's "At the Track" monthly column, we take a look at some of the unique experiences, events, ideas, or facilities racetracks across the country are using to help increase attendance, experiences, wagering, and connections with racing fans new and old.
The number of times in which both horses' names have been said or written in correlation with the other since the spring of 2025 is likely too numerous to quantify. Their heroics during the Triple Crown captured the attention of the racing and sporting public, and the rivalry that developed is one the sport has often craved in recent years.
When it was announced that both horses would remain in training for their 4-year-old season, optimism grew that we may get more matchups between the pair: either Sovereignty proving himself superior without question or Journalism being able to turn the tables. But, with both stars based on opposite coasts, the morning-line favorite for where their highly anticipated third round would occur was likely Keeneland, home of the Breeders' Cup in 2026, with Saratoga Race Course, home of the Whitney Stakes (G1) in August, probably a close second choice.
Instead, it is Oaklawn Park in Hot Springs, Ark., that managed to draw both superstars to the starting gate in their 4-year-old debuts, not to mention throwing in 2023 Breeders' Cup Classic (G1) winner and four-time grade 1 winner White Abarrio for good measure in the April 18 Oaklawn Handicap (G2).
"Everyone's got a pep in their step," Oaklawn president Louis Cella said April 14 of the atmosphere at the facility. "This is truly what it's all about in horse racing. You pray for these kinds of events. When they happen, it makes it that much more special."
Perhaps those prayers were answered, but it was not purely divine intervention or coincidence that led to Oaklawn being the center of the racing world this weekend. The opportunity to host one of the sport's premier events has been steadily crafted over the years.
"You have to start with a great racing product and great racing fans," Cella said. "We in Arkansas have the best and most knowledgeable fans in racing. ... You have to start with that, and then you have to have the product. The way to have the product, you have to have the purses. The money talks, no doubt about it."
Surely, the $1.25 million purse attached to the Oaklawn Handicap did it's part in swaying three racing titans to Arkansas for the week, but also needing to take credit is the investment Oaklawn has put in its facilities and fan base.
Oaklawn has continuously drawn top 3-year-old competitors—such as Smarty Jones, Afleet Alex, and American Pharoah, to name a few—by hosting several stops on the Road to the Kentucky Derby. In recent years, and evident by Saturday's entries, it has also begun to pull top older runners with more frequency.
Sovereignty will be both the second consecutive Horse of the Year and Kentucky Derby (G1) winner to race at Oaklawn in their following season, as both Thorpedo Anna and Mystik Dan competed in Hot Springs last year. Oaklawn also hosted Nitrogen, 2025's champion 3-year-old filly, for her initial three starts of 2026. In a sport that often claims it needs star power to be successful, being able to showcase these proven, well-known names helps bolster fan anticipation and involvement.
"At the older level, you follow these horses and you know they're good," Cella said. "The (Arkansas) Derby, you don't know if they're good or not until after the race. These horses, you know they're the best. Because they're proven, people in the racing business and fans say, 'I'm going to see Muhammad Ali. I'm seeing the best.'"
In addition to the purse money, Cella believes a lot of the improvements to the track and barn area have helped to entice top trainers to send their better horses.
"Our racetrack is very, very safe," Cella said. "We're one of the few tracks—we might be the only track—that pulls up the cushion every year to inspect the base and then remix to our formula for the cushion to go back down. We do that every single year. It's expensive, but more importantly, we do it because it adds a level of safety to our track.
"Our barns virtually are new. Over the last several years, we have built all new barns. Our 1,500 horses that go back there are all in new, large stalls with safe environments that no other track has."
Cella also made sure to throw some credit in the direction of Mother Nature, saying springtime in Hot Springs is an ideal environment for a Thoroughbred racehorse.
"It's cool in the morning, and it can warm up in the afternoon, but the horses love it and really thrive in that environment," Cella said. "More and more trainers are beginning to recognize the fact that in Hot Springs, Ark., in the springtime, the horses thrive in that environment."
With the purses and the experience for horses and horsemen boosting the racing product, it's worth nothing if you don't have an audience to share it with. Luckily, Oaklawn has a very devoted fan base.
"When you go to, like a Saratoga and you go to restaurants, you see trainers and jockeys there and fans know who they are," Cella said. "When you go to Oaklawn and Hot Springs and go to restaurants and hotels, fans go up and know who everyone is. They ask them about the horses and how was the ride the jock had that they lost by a nose."
That crowd has shown up throughout the season in droves. The March 28 Arkansas Derby (G1) set a record attendance of 73,000 people. The April 11 Apple Blossom Handicap (G1) was estimated around 40,000. Cella said that numbers for daily average attendance, food and beverage sales, and hotel reservations are all up in comparison to 2025.
"Fans are responding to a great product, a great atmosphere, a fun atmosphere, and an affordable atmosphere," Cella said. "When you put all that together, racing is great in Arkansas."
Affordability and experience has been a central focus for Oaklawn management. General admission to the races is free every day of the season, including Arkansas Derby day. Additionally, the track is conscious about not overpricing food, giving out free programs to patrons who have reserved seats in some of its dining rooms, and providing an open and enjoyable atmosphere in the track's infield.
"We have to be able to have people experience with their family, with their kids, and say this is an affordable environment, that happens to have a great sport in horse racing and great competition, so they can come back again," Cella said. "And that's what they do."
Moreover, the track takes time to give back to that fan base by offering giveaways, such as hats or bobbleheads, and special promotions. On opening day, it offered "Corned Beef Day" in which guests could buy two corned beef sandwiches and a Coke for 50 cents. Fan appreciation day is April 25, offering free food vouchers, free parking, cash giveaways, and more. Cella, who himself will be downstairs giving out free items with his wife and management team that day, said they expect to have 30,000-40,000 people on a card that only contains one minor stakes.
"That's the responsibility that management has to our fans," Cella said. "We have to appreciate them. We have to respond to them and say, 'You're taking your time out of your day to come here to Oaklawn, we're going to make it up for you. We're not only going to show you great racing, but we're going to shower you with things that you would otherwise, at another track, spend an arm and a leg and a lot of money to get.'"
It's that mindset and care to detail that has created an fan atmosphere at Oaklawn that requires little to no additional marketing when a match such as Sovereignty versus Journalism is set to take place. The fan base is already so tuned in, its attendance for such an event is a guarantee.
"We don't need to sell it, it sells itself. That's why we're unique," Cella said. "We're going to do the same thing this weekend that we did last weekend, which is pray for dry weather because right now it looks like it might rain. But the fans want to see expertise. They want to see the best. It's just like when you have a winning football team, people want to go see it. When they start losing, they don't want to go see that.
"These are the best of the best that are showing up at Oaklawn, and our fans want to see it. The hotel is full, we have people flying in from all over the country to see this competition, just like they would go to a Breeders' Cup or the Derby. True racing fans want to see the best, and that's why they're coming."
The complete attention of the racing world will be on Hot Springs Saturday evening as three superstars and one contentious rivalry take center stage. The purse brought the temptation, the facility sealed the deal, and now it will be the fan base's job to provide the thrill that could turn the 2026 Oaklawn Handicap into one of the most talked-about events in modern racing history.
At the end of the day, the biggest winner could be Oaklawn Park as it attempts to prove to be a place where legends can be made.
