Eclipse Thoroughbred Partners Hires Joel Cunningham as Vice President of Communications

Joel Cunningham built one of the most decorated marketing operations in the commercial breeding industry over seven and a half years at Spendthrift Farm. Now Eclipse Thoroughbred Partners is betting that same track record translates to the ownership side of the sport.

Eclipse Thoroughbred Partners announced March 26, 2026 that Cunningham has joined the organization as Vice President of Communications, bringing more than two decades of experience in marketing, brand strategy, and communications within the Thoroughbred industry.

Cunningham spent the last seven and a half years as Director of Marketing and Communications at Spendthrift Farm, where he helped transition the organization to an in-house marketing model. During his tenure, he led a brand refresh and repositioning and oversaw the development of one of the most comprehensive marketing and communications teams in the commercial breeding industry during a period of sustained market-share growth and brand expansion at Spendthrift.

The résumé carries hardware, too. Cunningham's work earned recognition in five consecutive years by the Central Kentucky American Advertising Awards, highlighted by Best of Show in 2020, as well as a win at the Ohio Valley Regional Emmy Awards in the Commercial category in 2021 after being named a finalist in 2020.

In his new role, Cunningham will oversee Eclipse's client and external communications strategy, media relations, and content development, with a focus on enhancing the ownership experience and further strengthening the organization's brand presence across all platforms.

Eclipse founder Aron Wellman framed the hire in terms of what the organization needs at this stage of its growth. "Joel brings a unique combination of strategic vision, creative leadership, and deep industry understanding," said Wellman. "His experience building and leading high-level communications and brand strategy will be invaluable to the team and our partners. We're excited to welcome him."

Cunningham, for his part, pointed to the stability of what Wellman has built as the draw. "Eclipse has established itself as one of the most respected and successful partnership groups in the sport, and it's an exciting time with such a vibrant stable," said Cunningham. "There's a clear vision, a winning culture, and a standard of excellence driven by Aron's leadership and the team he has built. I look forward to further strengthening the brand and ownership experience for our partners in a way that reflects the quality of the operation and the caliber of horses competing at the highest level."

The move is a notable shift in focus: Spendthrift's business is breeding and stallion syndication, while Eclipse operates as a racing partnership group, meaning Cunningham's audience flips from breeders and commercial buyers to ownership partners following horses through conditions races, stakes campaigns, and everything in between. Eclipse Thoroughbred Partners is a leading Thoroughbred ownership group dedicated to competing at the highest levels of the sport, having campaigned top-class runners across North America and internationally while combining elite performance with a commitment to providing partners with a premium ownership experience. Putting a two-decade communications veteran with proven brand-building credentials in charge of that story is a clear signal that Eclipse views the partner experience as a competitive differentiator, not just an amenity.