Many outsiders typically tend to question the long-term future of horse racing, but the long-standing sport is continuing to operate as one of the most-watched sports on the calendar.
Massive numbers were drawn in to the most recent edition of the Kentucky Derby, with competitive odds available at TwinSpires.com for all Triple Crown races. Racing looks to have extremely bright future based on the success of the recent race at Churchill Downs, with a record 19.6 million people watching the 2026 Run of the Roses.
That number represents that this year’s race was the most-watched edition of the Kentucky Derby on record.
Still, what are some of the takeaways for digital marketers when it comes to the approach taken by some of horse racing’s biggest events?
Data Analytics
One of the biggest successes for horse racing has been its use of data analytics, moving beyond a simple demographic and instead focusing on behavioural data to understand the motivation of their audience.
This allows marketers to determine whether the racing fan that they are aiming at is a high roller, casual bettor or just an enthusiast. Predictive analysis has been at the heart of this, with modern racing platforms able to use algorithms to analyse variables. This predictive analysis is crucial for knowing the audience.
Targeted content has also been a success story for digital marketing, with tools such as Google Analytics and CMR software allowing campaigns to target certain audiences. This treats each potential customer differently, depending on what a potential visitor is looking to get out of their experience at the track.
Story Telling
One of the biggest strengths that horse racing has is its ability to tell a story. This is especially the case when it comes to major events on the calendar such as the Kentucky Derby. Stories are able to resonate with the viewer, likely ensuring that they will have interest in watching the sporting drama unfold.
The Kentucky Derby marketing is one of the events that does this extremely well, arguably better than any other sporting event. Ahead of the 2026 Kentucky Derby, marketers for Churchill Downs put together informative videos on social media, which explained some of the biggest stories in the race.
That included the story behind Mark Glatt’s emotion bid to win the race for his wife with So Happy, to Renegade and the infectious goal for Mike Repole to finally win the opening leg of the Triple Crown. Undeniably though, the most powerful story that actually played out on track was Cherie DeVaux’s bid to become the first female trainer in history to win the Kentucky Derby, which she achieved with Golden Tempo.
Behind The Scenes Coverage
A main goal of marketing a successful event is attempting to get people to continue to care about a product once it is no longer relevant. That is a big challenge that awaits creators around the time of the Kentucky Derby, as interest levels will need to remain high after the race, despite the fact that there is 12 months to go before the next edition.
One of the many ways in which marketers have been able to achieve this goal is by showing behind the scenes coverage, from both the winners and losers in the race. Videos of DeVaux before the Derby looking relaxed and singing along with friends went viral, ensuring that the trainer appealed to a demographic due to being relatable.
Meanwhile, some of the videos from losers showed a human level, including Repole consoling his jockey after finishing second in the race. Once again, it is this human element and the sport’s ability to tell a story that ensures that the
long-time future of the sport is always assured, and this is especially the case when it comes with the events on the Triple Crown.
Aiming at New Demographic
Achieving long-term success for the sport is the primary aim of marketers involved in horse racing, and that has seen a continued effort to aim the sport at a younger demographic. Targeting this new group has been a challenge for the sport, but it has achieved huge success with its use of influencers.
One of the main figures in this movement has been Griffin Johnson, who has millions of followers on TikTok in the Gen Z category. In this campaign, racing has been able to shift to ‘real’ content being shared on social media, showing action behind the scenes and highlighting the care that horses get at their home stables.
Creating a buzz on social media has been a big success with Johnson alongside the marketing teams, with the influencer’s involvement in last year’s Derby hopeful Sandman taking the sport to a new place. Based on the viewing figures from this year, the decision by digital marketers in racing has paid off.
