Horse racing has long been known as the Sport of Kings, but these days, it doesn’t come close to claiming that crown anymore. When you think about a typical horse racing enthusiast, they likely conjure up an image of someone with silver locks, hunched over watching races on TVG at a dimly lit bar. To shift this perception and breathe new life into the sport, influential figures are attempting to revitalize interest similarly to how brand promoters cultivate recognition—through leveraging social media personalities.
The event initially gained attention during the 2024 Pegasus World Cup. Alix Earle was asked to attend the ceremony at Gulfstream Park for the traditional “
Riders Up
prior to the race on NBC Sports.
It appeared quite harmless at first, yet some grumpy individuals within the horse racing community questioned what she had accomplished to deserve the attention before such a profitable event. However, those making the decisions reacted in precisely the opposite manner.
Her followers tracked her on social media, and this resulted in a significant increase in viewership for our TV broadcast,
said Gregg Colvin
, CEO of 1/ST Content, who owns and operates Gulfstream Park. “I’m not saying it was directly related because there are other elements, but the last quarter hour from the time she did ‘Riders up!’ to the race, we almost doubled our viewership.”
The videos she shared on social media
Generated over 6.5 million views within just 24 hours. This figure represents roughly one-third of the typical audience for this year’s event.
record-breaking Kentucky Derby
on NBC Sports.
It’s evident that the people at Churchill Downs noticed the reaction online. Although Simone Biles garnered the most attention on Derby Day, Livvy Dunne was chosen to perform “Riders Up” before the Kentucky Oaks. She posted four videos on her account.
Tik Tok
The event has garnered over 4 million views.
A Tik Tok Star Falls in Love with Horse Racing
Influencers such as Dunne and Earle showcase the dazzling aspect of participating in prominent racing events. What they depict is an exclusive encounter that the typical person won’t get to enjoy, despite being enticing to observe from the sidelines.
What if an influencer had the ability to demonstrate to their followers what it’s like?
actually
like for horsemen leading up to a big race? That’s what America’s Best Racing did with West Point Thoroughbreds in the “
Stake for Stardom
” initiative.
Griffin Johnson is a 26-year-old from Southern Illinois with just shy of 10 million Tik Tok followers. He has 3 million more on X and Instagram. Johnson joined Sandman’s ownership group before his racing debut at Churchill Downs in the summer of 2024 and was with the horse every step of the way through the Kentucky Derby.
It’s remarkable to witness someone develop a passion for horse racing so quickly. He transitioned from being the person who bets on the horse that defecates in the Paddock, to the one accompanying him during his own morning bathroom visits.
feeds him treats
after training sessions.
“I am completely engaged in his life. I attend every one of his races. I will travel anywhere in the world where he is competing,” Johnson said to his local paper.
The Prairie Press
.
I take care of his hygiene and feeding. I’m heavily engaged with the team, focusing on his training sessions, monitoring his progress reports, and checking up on how he’s performing. From preparation to post-race evaluations, I’ve been partaking in every step of the process. Thus, I believe we have developed quite a friendly rapport. He may claim that my main contribution is providing treats, yet he still manages to put forth an impressive display.
The climax occurred in Louisville during the first weekend of May. Sandman, a favored contender, came in seventh place at the Kentucky Derby. The following day, Johnson was emotional, expressing gratitude for having had the chance to participate in Sandman’s journey through the Triple Crown of thoroughbred racing.
Netflix executives won’t mind disclosing the stream counts.
Race for the Crown
And marketers can inform you about the value of impressions derived from social media views. However, that does not precisely measure the impact that Griffin Johnson had when sharing his experiences at the Kentucky Derby with Sandman. Such an impactful encounter has the potential to create lifelong enthusiasts for horse racing, which is something the industry badly requires.
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Horse racing is betting on influencers to boost the sport, and it could actually pay off.
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