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evolve. The market initially began mainly with exclusively online sales, known as“ Online”, where only one horse was offered for sale. As technology developed, multiple lots were integrated into these sales. Finally, the possibility to bid during physical sales, known as“ Live”, enabled buyers to place bids online in real time. The year 2020 marked a turning point in the organisation of online sales with the lockdown linked to COVID- 19. Osarus organised its first hybrid sale in May 2020 for its Breeze-Up in order to provide a solution to maintain the sale and enhance the value of the entered horses. Since that date, Osarus has implemented this system on a regular basis. In the wake of this, two new 100 % online sales agencies were created in March 2021: Auctav and I Want The Winner. Auctav quickly established its presence in both Flat and trotting before shifting primarily towards the trotting market from 2026 onwards. I Want The Winner, which had also started in Flat racing, continued its activity exclusively in trotting following its acquisition by Club Elevage in early 2024. The most recent player to enter this segment is AKTEM, whose first online sale took place in February 2026. The agency immediately seized the opportunity, becoming the second operator to achieve the highest turnover for an online sale in France, behind the long-established ARQANA. All auction houses, both in Europe and internationally, have followed suit by creating an“ online” branch— both to enable bidding during physical sales and to conduct exclusively online auctions. Tattersalls Online, Goffs Go and BBAGhave therefore also entered this segment. These agencies position their sales either as service-oriented or elite-focused, depending on supply and demand as well as each company’ s inherent strategy. In Australia, Inglis has gained the upper hand over Magic Millions through its platform Inglis Digital AUS. More than twenty online sales are organised each year, compared with nine physical auctions. For the February sale alone, more than 500 lots are offered. In the United States, Fasig-Tipton has also quickly established itself in this segment via Fasig-Tipton Digital and organises around ten sales per year. However, the latest figures published by the Conseil des Ventes in France * indicate that physical auctions remain the primary sales channel, unlike in other sectors. Online sales( live & online) represent only a small percentage of total global turnover. For example, only 3.2 % of ARQANA’ s activity is conducted via the ARQANA Online platform, corresponding to € 7.4 million.
Source: CMV – Auction Sales Report 2024( published July 30, 2025).
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BY CÉCILE ADONIAS
TATTERSALLS
“ COMMUNICATION, A KEY TOOL WITHIN AN INTERNATIONAL COMPETITIVE MARKET”
Tattersalls, a historic house, has innovated in its communication strategy over recent years, continuing to promote its sales and the horses emerging from them through a significant media setup, while also highlighting its team with offbeat and catchy content. We had the pleasure of speaking with Bobby Jackson, Marketing Executive at Tattersalls, about the importance of image within the British entity and how it has evolved over the years.
GALORAMA. Since Tattersalls exist how the marketing and communication has evolved( in terms of supports, intensity, channels, budget, etc)?
Bobby Jackson. The way people communicate has altered dramatically, particularly since the advent of computers, mobile phones and most recently in the digital age of social media. Long gone are the days of simply running a print advert in a newspaper. We still run such adverts, in printed and non-printed editorial across the world, but it is supplemented by a strategic campaign across all our digital channels. On
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