The Irish Thoroughbred Marketing (ITM) IRE Incentive, a successful sales initiative rewarding Irish-bred winners in designated races, will expand to Italy for the first time in 2026. Since its launch in 2021, the scheme has boosted Irish bloodstock sales with over €5 million in bonuses awarded across more than 1,000 races in Ireland and Great Britain. Italy, now the third largest European market for Irish horses after Britain and France, has seen a 92% increase in Irish-bred horses sold through Irish sales from 133 in 2023 to 256 in 2025.

To support this growth, ITM will sponsor around ten races in Italy ahead of the 2026 Irish Breeze Up Sales, offering bonuses of €2,500 and €5,000 for wins by Irish-bred or IRE Qualified horses in designated races. These bonuses can also be redeemed on Irish-bred horses at Irish-based auctions, further encouraging trade and investment between the Irish and Italian thoroughbred markets.