Alexanders Project Pride initiative a welcome and overdue addition to racing

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With Worldpride and Mardi Gras recently taking place in Sydney, the timing of Alexander Racing’s historic launch of Australia’s first LGBTQIA+ and allies-owned syndicated racehorse could not have been better.

The initiative, aimed at welcoming the rainbow community into the thoroughbred industry through a “Project Pride” ownership experience, is clever and taps into the almighty power of the pink dollar.

Having long been an employer of LGBTQIA+ staff, Group-winning racehorse trainer Archie Alexander and wife Annie, wanted to focus on creating an inclusive, safe, and welcoming ownership experience for those within this community and their loved ones.

“Credit for the Project Pride idea must go to our friend and colleague, Will Grange, who pointed out that while there are many people from the LGBTQIA+ community involved in the thoroughbred industry, there is a genuine lack of representation.

“The creation of our Project Pride ownership experience is our way of bridging that gap and promoting inclusivity and diversity in the thoroughbred industry, and to race in the official Pride colours means we are literally going to fly the rainbow flag on the turf,” said Archie Alexander.

Racing administrators and businesses have been scratching their heads for aeons trying to work out how to widen the net and attract more investors to the industry and now Alexander and his wife have come up with a refreshing idea that might help answer that challenge.

“We were chatting with Will about the industry and the progress of it. Everyone is still doing women’s syndicates, but to us it feels a bit dated that the industry is trying to hammer home that women need to get involved,” said Annie Alexander.

Personally, I could not agree more. Pulling the women-in-racing card has been effective, but times have moved on. Women are not such a novelty in the industry anymore. They are now dominating at the highest levels of the training and riding ranks, and holding influential positions. They are also making their own informed decisions about getting involved in racehorse ownership.

By targeting the LGTBQIA+ community, the Alexanders could add a whole new and colourful dimension to the ownership ranks in Australian racing at a time when it’s crying out for new participants.

The first Project Pride horse was purchased at the recent Inglis Classic Yearling Sale by Alexander Racing and Rogers Bloodstock, the promising daughter of Headwater (Exceed and Excel) out of Southern Girl will be sold in five per cent and ten per cent shares and exclusively carry the Project Pride jockey colours, reflecting the famous rainbow pallet.

The Project Pride owner experience includes potential prize–money returns, racing in the exclusive Project Pride rainbow jockey colours, group naming of the horse (by vote), attending a host of exciting and inclusive race days and events, regular digital updates of the filly’s journey, personalised stable visits, and the opportunity to make lifelong friendships.

Project Pride Owner Ambassadors representing the LGBTQIA+ community include Danielle Laidley and partner Donna Leckie.

“I’ve long loved the beauty and competitive spirit of the thoroughbred, so to have our own filly to cheer on in the pride colours is exciting. Donna and I are thrilled to be part of this fantastic Project Pride initiative as Owner Ambassadors with Alexander Racing and we look forward to making some new friendships along the way too,” said Laidley.

“The Alexanders want to welcome the LGBTQIA+ community into their world and create a fun, personal and exciting ownership experience.

“There’s been a lack of progress in the industry when the industry as a whole is trying to attract new people, whether its workers or owners and there’s this largely untapped community of people who love to get dressed up, drink champagne and go to the races.”

So far, the concept has been well received with Annie confirming that a number of shares in the filly have already sold.

“We have sold several shares already, which I am quite surprised about because when you are talking about brand new people that haven’t been involved before, it’s quite a big investment. It’s not an impulse buy when you see an Instagram advert,” she said.

“I’m delighted with the response. We have also had existing owners buy into the horse as allies, which is really nice in support of the concept.”

Still to be named, Project Pride’s first filly is currently in the paddock resting after the sales and will be sent to the breaker next week. A rainbow–themed open day for her new owners and the stable’s existing clients has been set down for May 21.

“Danielle and Donna will be here and we are going to make it fun with rainbow–themed things and a chance for anyone interested to come to the stables to find out about us and what the ownership entails.

“It’s also a great opportunity for other people not from that community to come and meet Danielle and Donna and be open to learning a bit more about the whole project and what it’s all about.”