What’s the first thing that comes to mind when you think of horse racing? Marketing is definitely not one of them.
With that said, marketing in horse racing is now more important than ever. Why? Well, statistically horse racing is losing its fan base. It may be a small change, but the issue is that it continues to decline in popularity.
So, how a sport that is thousands of years old is becoming irrelevant? Well, we have the change of generations, and now it is almost impossible for a sport to maintain or increase its fan base without things like social media.
It may be a huge shift for horse racing going from a traditional sport to a digitally focused one, but it is necessary in order to attract more fans. Now the big question is, does digital marketing make horse races better or worse?
Well, to be honest, I cannot seem to find a way where digital marketing can negatively impact horse racing. Yes, we are talking about a sport with a huge tradition, but that doesn’t mean that it shouldn’t evolve, right?
Why Horse Racing Needs Digital Marketing
As we mentioned earlier, horse racing now desperately needs digital marketing, especially social media. The good thing is that most of the biggest horse races have already adapted to this trend.
We can see events like the Kentucky Derby, Belmont Stakes, and the Breeders’ Cup being constantly active on social media. They even go far and beyond to improve their SEO just to gain more visibility, which is the only thing that the sport needs at the moment.
But why digital marketing? Well, this is where we spend most of our time nowadays, which means it is the best way to reach millions of people. Modern apps like TikTok have proven to be very powerful at boosting visibility, which can also impact the interest that people have in horse racing.
In other words, these strategies are designed for one purpose only – to make these events more interesting, reach more people, and increase attendance levels at big events.
It’s about making horse racing accessible, exciting, and relevant to a generation that’s glued to their phones. And guess what? It’s working.
Social Media and Fan Engagement
Even if you are not a horse racing fan, or never really watched a horse race before, there is a good chance that horse racing content has appeared on your For You page on TikTok or on Instagram reels.
Now this isn’t coincidental. This proves that big horse racing organizations are going through a big change in terms of marketing, and that’s a good thing. Although some people say that this can ruin the credibility of the sport, it is the only way to get more fans.
On top of that, you can develop a social media marketing strategy that still carries that classy, and luxurious vibe that most of these horse racing events kept throughout the years.
Now, when it comes to content, the potential here is limitless. Horse racing events have a lot of content that they can share, that can get even the most skeptical people interested in horse racing.
Remember the last year’s finish of the Kentucky Derby? It was intense and Mystik Dan claimed the victory in just a few inches. Now, that kind of content would get everybody excited about horse racing.
Plus, everything is now more accessible. People can watch the races online and even browse through the best horse racing bets at TwinSpires if they don’t know much about betting.
This lowers the barrier of entry, plus horse racing isn’t a complicated sport to understand.
Behind-the-Scenes Content
One of the most effective strategies is sharing behind-the-scenes content. Think videos of horses training, jockeys preparing for races, or even the daily life at the stables. This kind of content humanizes the sport and gives fans a glimpse into a world they might not otherwise see.
Fun fact: The Kentucky Derby’s Instagram account gained over 100,000 new followers in 2023 by posting behind-the-scenes reels and stories.
Influencer Partnerships
Yes, even horse racing has influencers. From fashion bloggers at the races to equestrian enthusiasts, influencers are helping to bring a fresh perspective to the sport. For example, during the 2023 Belmont Stakes, several influencers partnered with the event to create content that reached millions of potential new fans.
Data-Driven Marketing and Personalization
Digital marketing isn’t just about pretty pictures and catchy hashtags—it’s also about data. And in horse racing, data is king.
Targeted Advertising
By analyzing user behavior, racetracks can create highly targeted ad campaigns. For instance, if someone frequently searches for “horse racing bets,” they might see ads for upcoming races or betting tips.
This kind of precision marketing ensures that the right message reaches the right audience at the right time.
Personalized Experiences
Digital marketing also allows for personalized experiences. Imagine receiving an email with a customized betting guide based on your past wagers or a notification about a race featuring your favorite jockey.
This level of personalization not only enhances the fan experience but also drives engagement and loyalty.
Challenges and Ethical Considerations
Of course, no discussion about digital marketing would be complete without addressing the challenges.
One of the biggest challenges is balancing tradition with innovation. Horse racing has a rich history, and some fans are wary of too much change. The key is to use digital marketing to enhance the experience without losing the essence of the sport and we are on the right path.
