marketing

Premier Racedays, an undertaking by British Racing to market and promote racing's best racedays, will launch with the New Year's Day fixture at Cheltenham, the first of some 170 such programs to be staged in 2024. Premier Racedays is part of a two-year series of changes with the aim of growing British racing by 'increasing engagement among new and existing customers, improving revenues across all areas of the industry, promoting investment in the sport through the recruitment and retention of owners, and encouraging the best horses to be bred, trained...

If there are two sports whose paths have mirrored each other historically, it would be baseball and horse racing in America. Both are tradition-driven and both enjoyed prominence for decades. And both recently have dealt with challenges, scandals and declining interest. One sport though has chosen to embrace innovation. Baseball has developed multiple changes over several years as they fought to gain fan, media and sponsor revenue. To our credit, racing has innovated in several spaces, specifically health and safety, but not so much in product presentation. The last major...

The lineup of partners and licensees for the 149th Kentucky Derby, with new partnerships and renewals including Brown-Forman brands: Woodford Reserve, Old Forester, Finlandia, Tequila Herradura; BMW of North America, White Claw, FanDuel, vineyard vines, AT&T, Third Time Entertainment, Ford's Garage, Romero Britto, and Paramount Network's Yellowstone, was announced Thursday by Churchill Downs Racetrack. "The Kentucky Derby is where global trends meet traditions in authentic, inspiring and impactful ways," said Casey Ramage, Churchill Downs Racetrack's Vice President of Marketing and Partnerships. "From spirits to fashion and virtual entertainment to automotive,...

The Youth Collaboration Group, for young people with an interest in horseracing and marketing, was launched by the British Horseracing Authority on Thursday. Headed by Careers In Racing, the careers marketing arm of the BHA, the Youth Collaboration Group will give young people the chance to contribute their views and ideas about marketing initiatives and content used to promote careers within the industry. The group is open to anyone between 14 and 21 years of age with a keen interest in marketing, graphic design, social media, video content, events and...

Margaux Farm announced the appointment of Shayna Tiller as Sales, Marketing and Client Liaison, beginning Mar. 23, 2021. Tiller, who grew up near Laurel Park, pursued a career in racing in college. After her first summer writing for the Saratoga Special, she served a stint foaling mares at McMahon of Saratoga Thoroughbreds and as an exercise rider in the morning. She also interned with Fasig-Tipton before completing the Irish National Stud Breeding Course. Following her return to America, Tiller worked the sale seasons with Bluewater Sales and Mill Ridge Farm....

How do we market racing to the younger generation? It seems to be the million-dollar question, but an exercise rider named Electra Boone may be nearing an answer. In just two years, Boone has reached an audience of millions on TikTok. The assistant trainer for Palm Meadows-based trainer Carlos David posts videos on the popular social media platform showcasing her daily life on the backstretch. Today her account, @electraboone, has 150,500 followers and has received 6.4 million likes. Each of her videos receives thousands of views and some of her...