(CNN)The buzz as the bidding ticks into the millions can be “compelling” theater as royalty and billionaires compete to buy the best new race horses on the market.

The annual battle of the deepest pockets occurs at Tattersalls’ premier yearling sale – known as Book 1 — where the most enticing one-year-old prospects go under the hammer.Last year, 106.5 million guineas changed hands – the equivalent to $138 million – and this year’s October renewal promises to break the bank once again.Of the 552 lots in total, 160 have been sired by the five greatest British and Irish stallions of their generation: Galileo, Dubawi, Frankel, Kingman and Sea the Stars.At the 2018 sale, a one-year-old son of Dubawi was the subject of a fierce bidding war, eventually selling for £3.675m ($4.8m) to David Redvers for Qatar Racing. Read More”It is great theater,” said Jimmy George, the marketing manager of Tattersalls, a firm founded in 1766 in London but now based in UK horse racing hotbed Newmarket.”There are times when it is so extraordinarily compelling in the ring and you can’t help but watch it all unfold. That’s the beauty of Tattersalls and this sale. It’s a little bit special.”READ: Goffs – London’s boutique sale in Prince William’s back yard READ: Racing’s top global powerhousesKILDARE, IRELAND - MAY 19:  Queen Elizabeth II and Prince Philip, Duke of Edinburgh during a visit to the Irish National Stud, one of Ireland's top horsebreeding centres, during the third day of the state visit to Ireland, on May 19, 2011 in Kildare, Ireland. The Duke and Queen's visit to Ireland is the first by a monarch since 1911. An unprecedented security operation is taking place with much of the centre of Dublin turning into a car free zone. Republican dissident groups have made it clear they are intent on disrupting proceedings.  (Photo by John Stillwell - Pool/Getty Images)KILDARE, IRELAND - MAY 19:  Queen Elizabeth II and Prince Philip, Duke of Edinburgh during a visit to the Irish National Stud, one of Ireland's top horsebreeding centres, during the third day of the state visit to Ireland, on May 19, 2011 in Kildare, Ireland. The Duke and Queen's visit to Ireland is the first by a monarch since 1911. An unprecedented security operation is taking place with much of the centre of Dublin turning into a car free zone. Republican dissident groups have made it clear they are intent on disrupting proceedings.  (Photo by John Stillwell - Pool/Getty Images)Irish National Stud Winning Post County Kildare JUST WATCHEDThe beating heart of Ireland’s thoroughbred industryReplayMore Videos …MUST WATCH (18 Videos)KILDARE, IRELAND - MAY 19:  Queen Elizabeth II and Prince Philip, Duke of Edinburgh during a visit to the Irish National Stud, one of Ireland's top horsebreeding centres, during the third day of the state visit to Ireland, on May 19, 2011 in Kildare, Ireland. The Duke and Queen's visit to Ireland is the first by a monarch since 1911. An unprecedented security operation is taking place with much of the centre of Dublin turning into a car free zone. Republican dissident groups have made it clear they are intent on disrupting proceedings.  (Photo by John Stillwell - Pool/Getty Images)KILDARE, IRELAND - MAY 19:  Queen Elizabeth II and Prince Philip, Duke of Edinburgh during a visit to the Irish National Stud, one of Ireland's top horsebreeding centres, during the third day of the state visit to Ireland, on May 19, 2011 in Kildare, Ireland. The Duke and Queen's visit to Ireland is the first by a monarch since 1911. An unprecedented security operation is taking place with much of the centre of Dublin turning into a car free zone. Republican dissident groups have made it clear they are intent on disrupting proceedings.  (Photo by John Stillwell - Pool/Getty Images)The beating heart of Ireland’s thoroughbred industryDUBLIN, IRELAND - SEPTEMBER 15:  Oisin Murphy riding Roaring LIon (L, red) win The QIPCO Irish Champion Stakes from Ryan Moore and Saxon Warrior (R) at Leopardstown Racecourse on September 15, 2018 in Dublin, Ireland. (Photo by Alan Crowhurst/Getty Images)DUBLIN, IRELAND - SEPTEMBER 15:  Oisin Murphy riding Roaring LIon (L, red) win The QIPCO Irish Champion Stakes from Ryan Moore and Saxon Warrior (R) at Leopardstown Racecourse on September 15, 2018 in Dublin, Ireland. (Photo by Alan Crowhurst/Getty Images)Longines Irish Champions Weekendsouth korea horse racing fashion food hanbok gwangjang market winning post vision spt intl_00001019.jpgsouth korea horse racing fashion food hanbok gwangjang market winning post vision spt intl_00001019.jpgHanboks and jeon: The food and fashion of racing in KoreaASCOT, ENGLAND - JUNE 21:  A racegoer wears an outsize hat for Ladies Day during Royal Ascot Day 3 at Ascot Racecourse on June 21, 2018 in Ascot, United Kingdom. Royal Ascot is Britain's most valuable race meeting, attracting many of the world's finest racehorses to compete for more than £7.3m in prize money.  (Photo by Leon Neal/Getty Images)ASCOT, ENGLAND - JUNE 21:  A racegoer wears an outsize hat for Ladies Day during Royal Ascot Day 3 at Ascot Racecourse on June 21, 2018 in Ascot, United Kingdom. Royal Ascot is Britain's most valuable race meeting, attracting many of the world's finest racehorses to compete for more than £7.3m in prize money.  (Photo by Leon Neal/Getty Images)Royal Ascot’s glamour and appealELMONT, NY - JUNE 06:  Triple Crown and Belmont Stakes contender Justify is walked in his barn by trainer Bob Baffert after arriving  prior to the 150th running of the Belmont Stakes at Belmont Park on June 6, 2018 in Elmont, New York.  (Photo by Al Bello/Getty Images)ELMONT, NY - JUNE 06:  Triple Crown and Belmont Stakes contender Justify is walked in his barn by trainer Bob Baffert after arriving  prior to the 150th running of the Belmont Stakes at Belmont Park on June 6, 2018 in Elmont, New York.  (Photo by Al Bello/Getty Images)Bob Baffert: The Triple Crown legendBALTIMORE, MD - MAY 16: Trainer Bob Baffert walks Kentucky Derby winner Justify in the barn after the horse arrived at Pimlico Race Course for the upcoming Preakness Stakes on May 16, 2018 in Baltimore, Maryland. (Photo by Rob Carr/Getty Images)BALTIMORE, MD - MAY 16: Trainer Bob Baffert walks Kentucky Derby winner Justify in the barn after the horse arrived at Pimlico Race Course for the upcoming Preakness Stakes on May 16, 2018 in Baltimore, Maryland. (Photo by Rob Carr/Getty Images)Bob Baffert: Top tips for a Triple Crown winLOUISVILLE, KENTUCKY - MAY 04: Jockey Flavien Prat celebrates atop of Country House #20 after winning the 145th running of the Kentucky Derby at Churchill Downs on May 04, 2019 in Louisville, Kentucky. (Photo by Andy Lyons/Getty Images)LOUISVILLE, KENTUCKY - MAY 04: Jockey Flavien Prat celebrates atop of Country House #20 after winning the 145th running of the Kentucky Derby at Churchill Downs on May 04, 2019 in Louisville, Kentucky. (Photo by Andy Lyons/Getty Images)2019 Kentucky Derby ends in historic disqualificationwinning post horse racing kentucky derby_00000529.jpgwinning post horse racing kentucky derby_00000529.jpgJockey cam: Horse racing on dirtJockey Christophe Soumillon rides Thunder Snow across the finish line to win the Dubai World Cup horse race at the Dubai World Cup in the Meydan Racecourse on March 31, 2018 in Dubai. / AFP PHOTO / GIUSEPPE CACACE        (Photo credit should read GIUSEPPE CACACE/AFP/Getty Images)Jockey Christophe Soumillon rides Thunder Snow across the finish line to win the Dubai World Cup horse race at the Dubai World Cup in the Meydan Racecourse on March 31, 2018 in Dubai. / AFP PHOTO / GIUSEPPE CACACE        (Photo credit should read GIUSEPPE CACACE/AFP/Getty Images)Dubai World Cup returns with record $35M purseGran Premio Latinoamericano: South America’s showpieceFranco Moro marginally leads the field in a skijoring race in St Moritz.Franco Moro marginally leads the field in a skijoring race in St Moritz.Skijoring: The crazy cocktail of skiing and horse racingCompetitors take part in the Skikjoering race at the White Turf horse racing event held on the frozen lake of the Swiss mountain resort of St. Moritz on February 17, 2019. - More images can be found on www.afpforum.com. Search slug: HORSE-RACING-SWITZERLAND (Photo by STEFAN WERMUTH / AFP)        (Photo credit should read STEFAN WERMUTH/AFP/Getty Images)Competitors take part in the Skikjoering race at the White Turf horse racing event held on the frozen lake of the Swiss mountain resort of St. Moritz on February 17, 2019. - More images can be found on www.afpforum.com. Search slug: HORSE-RACING-SWITZERLAND (Photo by STEFAN WERMUTH / AFP)        (Photo credit should read STEFAN WERMUTH/AFP/Getty Images)St. Moritz’s beautiful and glamorous White TurfLONDON, ENGLAND - FEBRUARY 12: Polo equiptment lies on the ground as children from the Ebony Horse Club in Brixton are given Polo lessons at the newly launched Moor Hall Farm (MHF)  Polo Club on February 12, 2018 in London, England. Professional England Polo players and coaches, Alec and Edward Banner-Eve, visited the MHF Docklands centre as part of an initiative to give children their first experience of Polo. Ebony Horse Club sits in the heart of Brixton, South East London, one of the most disadvantaged inner city neighborhoods in the country. The club focuses on the use of horses as a means of therapy, and provides a positive experience for young, often socially disadvantaged children, who otherwise would have little or no contact with animals, especially horses.  (Photo by Dan Kitwood/Getty Images)LONDON, ENGLAND - FEBRUARY 12: Polo equiptment lies on the ground as children from the Ebony Horse Club in Brixton are given Polo lessons at the newly launched Moor Hall Farm (MHF)  Polo Club on February 12, 2018 in London, England. Professional England Polo players and coaches, Alec and Edward Banner-Eve, visited the MHF Docklands centre as part of an initiative to give children their first experience of Polo. Ebony Horse Club sits in the heart of Brixton, South East London, one of the most disadvantaged inner city neighborhoods in the country. The club focuses on the use of horses as a means of therapy, and provides a positive experience for young, often socially disadvantaged children, who otherwise would have little or no contact with animals, especially horses.  (Photo by Dan Kitwood/Getty Images)Winning Post’s Aly Vance learns to play polo in UruguayLOUISVILLE, KY - MAY 05:  Roses are seen from the winner's circle prior to the the 138th running of the Kentucky Derby at Churchill Downs on May 5, 2012 in Louisville, Kentucky.  (Photo by Jamie Squire/Getty Images)LOUISVILLE, KY - MAY 05:  Roses are seen from the winner's circle prior to the the 138th running of the Kentucky Derby at Churchill Downs on May 5, 2012 in Louisville, Kentucky.  (Photo by Jamie Squire/Getty Images)Inside the ‘most exciting 2 minutes in sports’HONG KONG, HONG KONG - DECEMBER 05: Silvestre De Sousa representing Great Britain poses with the trophy after winning championship during the LONGINES International Jockeys' Championship at Happy Valley Racecourse on December 05, 2018 in Hong Kong. (Photo by Vince Caligiuri/Getty Images)HONG KONG, HONG KONG - DECEMBER 05: Silvestre De Sousa representing Great Britain poses with the trophy after winning championship during the LONGINES International Jockeys' Championship at Happy Valley Racecourse on December 05, 2018 in Hong Kong. (Photo by Vince Caligiuri/Getty Images)The Hong Kong Jockey ChampionshipsLAYTOWN, IRELAND - SEPTEMBER 08: Racegoers shelter from the rain as the runners pass during the Laytown race meeting run on the beach on September 08, 2011 in Laytown, Ireland. (Photo by Alan Crowhurst/Getty Images)LAYTOWN, IRELAND - SEPTEMBER 08: Racegoers shelter from the rain as the runners pass during the Laytown race meeting run on the beach on September 08, 2011 in Laytown, Ireland. (Photo by Alan Crowhurst/Getty Images)Training the “horse America bred” in KentuckyThe Laytown RacesUAE Prime Minister and Ruler of Dubai Sheikh Mohammed bin Rashid al-Maktoum (C-R) celebrates with Jockey William Buick (C-L) and horse Jach Hobbs (C) after they won the Longines Dubai Sheema Classic at the Dubai World Cup in the Meydan Racecourse on March 25, 2017 in Dubai. / AFP PHOTO / Abdulqader  AL-ANI        (Photo credit should read ABDULQADER  AL-ANI/AFP/Getty Images)UAE Prime Minister and Ruler of Dubai Sheikh Mohammed bin Rashid al-Maktoum (C-R) celebrates with Jockey William Buick (C-L) and horse Jach Hobbs (C) after they won the Longines Dubai Sheema Classic at the Dubai World Cup in the Meydan Racecourse on March 25, 2017 in Dubai. / AFP PHOTO / Abdulqader  AL-ANI        (Photo credit should read ABDULQADER  AL-ANI/AFP/Getty Images)Five reasons why Winx has been unbeatable ‘Outstanding stallions’This year, 29 yearlings are from Dubawi, who stands at the Darley stud in Newmarket for Dubai ruler Sheikh Mohammed. The prodigious stallion sired last year’s champion two-year-old Too Darn Hot and boasts a stud fee in excess of $300,000.Royal Ascot: A day in the life Royal Ascot: A day in the life Royal Ascot: A day in the life There will also be serious interest in the progeny of legendary race horse Frankel, who won all 14 races he entered before going to stud, where he commands about $218,000 a time. Given he sired the winners of the English Oaks (Anapurna) and the St. Leger (Logician) this year — another son Cracksman was the world’s top-rated race horse in 2018 — his lots are likely to attract plenty of money. Then there is offspring from Frankel’s father Galileo, who is one of the world’s most expensive stallions with an undisclosed stud fee reported to be about $500,000 a time at the Coolmore Stud in Ireland.“Book 1 of the yearling sale is the most prestigious yearling sale in Europe if not the whole world these days,” adds George. “It’s very prestigious and I’d say the quality of stallions Britain and Ireland right now is as good as it’s been in living memory. We’ve got a team of truly outstanding stallions.”Potential buyers can inspect horses before the auction.Potential buyers can inspect horses before the auction.Potential buyers can inspect horses before the auction.’A who’s who? of buyers’Tattersalls sells about 10,000 horses each year but the buzz around it’s most prestigious yearling sale is unlike any other, according to those at the company.Auctioneers take half-hour stints with the gavel in bidding that can be breathtaking in terms of the speed and the numbers in question.”It’s a very important time; the truth is it can make you or break you over the next two years,” champion trainer John Gosden told the Racing Post.”If you get the wrong yearlings or buy the ones who don’t work out, it can be instrumental on the whole success of your stable.”Goodwood brings glorious end to English social seasonGoodwood brings glorious end to English social seasonGoodwood brings glorious end to English social seasonTrying to pick out which horse might break the record books is virtually impossible, according to George, who says any of the yearlings from the top stallions could sell for seriously large sums of money in the event of wealthy owners locking financial horns.Buyers are expected from roughly 50 countries with wealthy suitors from the likes of Japan, the United States, Ireland, France, Dubai, Qatar and Hong Kong.Among the notable names to have attended the sale over the years are Britain’s King George V, who was a visitor in 1923, while Sheikh Mohammed, Sheikh Fahad and Sheikh Hamdan make regular appearances.”It’s like a who’s who of buyers as it’s a passion for them,” says George. “This is the sale that the top buyers need to be at in order to compete at the highest level to access the best horses available. Many of them have been coming for years and their enthusiasm and commitment is as strong as ever. It only adds to the pure theater of it all.”A horse is walked through the parade ring at the Tattersalls Bloodstock Auction in Newmarket.A horse is walked through the parade ring at the Tattersalls Bloodstock Auction in Newmarket.A horse is walked through the parade ring at the Tattersalls Bloodstock Auction in Newmarket.Tattersalls is the oldest bloodstock auctioneers in the world, founded in London in 1766.Tattersalls is the oldest bloodstock auctioneers in the world, founded in London in 1766.Tattersalls is the oldest bloodstock auctioneers in the world, founded in London in 1766.Unearthing the next Derby winnerTattersalls takes a 5 percent stake from each horse sold, but its reputation as a premier auction house is enhanced if the horses sold become big stars in their racing careers.Buyers will do their “due diligence,” studying pedigree, provenance and the condition of the horse itself before entering the bidding, according to Gosden.However, with one-year-olds, there is no guarantee of glory in the big races, making the risk of the riches shelled out all the more remarkable”The best stallions have the highest percentage of superior racehorses but not all are going to be fantastic because nature works in weird and wonderful ways,” said George.John Gosden: A trainer to rulers, royals and billionairesJohn Gosden: A trainer to rulers, royals and billionairesJohn Gosden: A trainer to rulers, royals and billionaires“As humans, we’re effectively accidents but there’s more thought here as you send your mare to the best possible stallion you can afford, and then you let nature take its course.”There’s no guarantee of success in this. All buyers are trying to do is use their expertise to narrow down odds to the best of their ability. Not everyone falls in love with the same type of horses. By and large only thing that separates people trying to buy a champion racehorse is how much financial resource they have for that. All have the same aim…to have a champion. This is about the next winner of the Derby or Oaks, and beyond.”Overall, the average price of each of the 500-plus horses sold is expected to be about $330,000.George has lost count of the number of sales he has attended but this annual three-day event always adds a further frisson of excitement.Visit CNN.com/Sport for more news. features and videos“There’s genuine drama and excitement as the horses come into the ring,” he said. “There’s big expectation, it will be standing room alone and what’s great is anyone can attend. It’s a public auction open to everyone. And the buyers know they won’t be short of quality.”

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