The first to propose that marketers apply producers' intrinsic motivation (passion, love, joy) as a powerful marketing tool, this study recommends tackling the declining popularity of horseracing by translating to audiences the spiritual and emotional rewards experienced by breeders. This case study in Belleville, Canada assesses breeders' sources of de-motivation, range and relative contribution of extrinsic and intrinsic motivation, and planned persistence. Photographed farm tours, in-depth interviews and visual elicitation using breeders' photograph collections are triangulated by industry informant interviews, with ethnographic content analysis across methods and cases. Breeders provide unflinching insight into risks, costs and the state of the industry, yet demonstrate unequivocal persistence, confirming that intrinsic motivation dominates. Findings extend the definition of cultural industries to horseracing. Implications suggest marketers reconceptualise the product of horseracing, not simply as gambling, but as pageant and sporting event where competitors are bred with passion and appreciated for beauty, strength and speed.
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