Sunland Park reopens under new operator with racing front and center

Sunland Park Racetrack & Casino opened its gates under new management on Jan. 2, 2026, after Strategic Gaming Management took over operating rights in a deal finalized Oct. 15, 2025. The transaction included a sale-leaseback of the real estate to Gaming and Leisure Properties, Inc. (GLPI), and the operation changed hands in a deal valued at roughly $301 million.

Strategic Gaming moved quickly to reorganize racing operations and staffing for the winter meet, positioning the racetrack as a renewed draw for both local fans and regional horsemen. Management outlined plans to use promotions, enhanced race-day programming and targeted marketing to lift on-track attendance and reestablish Sunland Park as a center of racing activity in the borderland circuit. Strategic Gaming CEO Grant Lincoln said the company intends to “lean into horse racing” and make the racetrack a bigger centerpiece of the facility.

The immediate reorganization touched scheduling, paddock presentation and front-of-house promotions. Racing operations staff described plans to refresh themed race days, improve fan amenities on live-card nights and coordinate more visible hospitality elements to pair casino traffic with racing customers. Those operational changes aim to boost crowd size on live-card days, which can in turn support higher purses, stronger fields and healthier wagering pools for horsemen.

Sunland Park has long been part of the regional racing landscape, drawing trainers, jockeys and owners from New Mexico and neighboring Texas. Reviving live racing at the track matters beyond the finish line: stable workers, feed suppliers, local hotels and restaurants all feel the ripple effects of a healthy meet. For trainers and owners, better attendance and promotions can translate into steadier purse levels and more competitive fields; for fans, new programming promises more reasons to choose an afternoon at the races over other entertainment options.

Expect management to roll out a calendar of themed cards, promotional giveaways and cross-promotions with casino amenities in the coming weeks. Watch for announcements about purse structures and stakes additions as the new operator settles into the meet schedule.

The takeaway? If you care about keeping live racing alive at Sunland Park, check the schedule, get to opening days and bring a friend or two; stronger attendance and active purses are the quickest ways to make the track competitive again. Our two cents? Show up early, enjoy the paddock, and let the new management hear what the borderland racing crowd wants.