From the Keeneland Media Team:

Keeneland’s Digital Sales Ring platform continues Tuesday, July 27 with the July Digital Sale. The July Sale catalog is now available at


Online bidding opens at 10 a.m. ET on July 27 and will begin to close that day at 2 p.m.


BUYERS – How to Register and Bid


Keeneland encourages buyers to register for an account in the Keeneland Digital Sales Ring before July 27.  To log in to the Keeneland Digital Sales Ring, you should register for an account or log in through the Keeneland Sales Portal. Your universal login applies to both the Sales Portal and the Digital Sales Ring.

Step 1: Visit and create an account or log in to your existing Keeneland Sales Portal Account;

Step 2: Upon sign in, click MY ACCOUNT and review your current credit limit. Request credit as needed. We recommend you do this prior to the sale day;


Step 3: Click the DIGITAL SALES RING button in the top right corner to automatically access and participate in the Digital Sale.


Buyers have two options for bidding on the day of the sale:

  • Direct Bid allows you to bid manually as you go.
  • Max Bid establishes a top price that you are willing to pay for a hip. As the bidding progresses, the software will automatically bid on your behalf as you are outbid up to your maximum.


For more information about the July Sale, contact Chip McGaughey at [email protected], Dean Roethemeier at [email protected] or Kyle Wilson at [email protected].

The Keeneland Digital Sales Ring has scheduled a total of seven mixed sales for 2021. They will continue in August, October and December.