New Players at the Gate: Why More Brands Are Betting on Horse Racing—and What You Can Learn from It
Horse racing has long attracted luxury brands drawn to its pageantry and prestige. But in recent years, it’s evolved into a dynamic testbed for a broader range of businesses—wellness tech, consumer goods, regional startups, and even athlete-led ventures—all finding smart, authentic ways to break into the space, reach new audiences, and build brand relevance.
In this piece, I’ll unpack the strategies behind these successful crossovers: from grassroots partnerships and purpose-driven sponsorships to products that proved their value through performance. Whether you’re a small business owner, an emerging founder, or a CMO looking for untapped opportunity, horse racing offers a marketing and cultural platform that’s far more accessible—and effective—than many realize.
THE KINETIC ARM – FROM THE BULLPEN TO THE BACKSTRETCH
Junior Alvarado wearing the Kinetic Arm's K2 Sleeve.
Originally developed for baseball pitchers, the Kinetic Arm's K2 Sleeve offers biomechanical support for the shoulder, elbow, and wrist. Its entry into horse racing came not through a campaign, but through direct performance value: jockey Junior Alvarado began using the device while recovering from a shoulder fracture and now wears it regularly—including in his wins aboard Sovereignty in the 2025 Kentucky Derby (G1) and Belmont Stakes (G1).
Other top riders, including Irad Ortiz Jr. and Angel Cordero Jr., began trialing it soon after. Gate crews—often plagued by upper-body injuries—have also adopted the sleeve at major U.S. tracks to reduce shoulder fatigue while handling fractious horses.
Kinetic Arm’s growth in racing has been driven by peer validation, performance results, and affiliate-based marketing. No big ad budgets—just real-world impact, shared among a tight-knit professional community. It’s a powerful case of cross-sport innovation taking hold where the product truly fits.
HILDEBRANDT’S ICE CREAM – LOCAL FLAVOR, NATIONAL SPOTLIGHT
Hildebrandt’s Ice Cream, a family-owned ice-cream business based in Williston Park, Long Island, NY, entered racing with strategy as sweet as its scoops through carefully matched sponsorships and product activations.
Junior Alvarado representing Hildebrandt's Ice Cream's logo in the Belmont. Photo by Coglianese Photo.
In 2025, they began sponsoring jockey Junior Alvarado, who wore the Hildebrandt’s Ice Cream logo on his Kentucky Derby-winning gear—pants, hat, and jacket—with all proceeds from his signed hats donated to jockey support charities like the Jockeys’ Guild and the Permanently Disabled Jockeys Fund (PDJF).
Shortly thereafter, Hildebrandt’s expanded to sponsor jockey Umberto Rispoli, visible during his winning ride aboard Journalism in the Preakness Stakes (G1) with the same branded attire and custom caps that reinforced their presence at major races and further took advantage of branding on national television and horse racing media outlets.
To amplify their engagement, Hildebrandt’s launched specialty flavors tied to the Triple Crown series. Junior Mint Chip, named for Alvarado, and Cappuccino Chip, named for Rispoli, were featured on Belmont Stakes Day, included in their "trackside scoop" promotion at Saratoga Race Course, and offered free with purchase at their storefront Belmont Stakes watch party. These flavor launches generated in-store excitement, trackside visibility, and social content shared by both jockeys and the brand.
Prior to 2025, Hildebrandt’s marketing was primarily local and community-focused with limited digital reach. Their Triple Crown sponsorships marked a strategic shift toward lifestyle-driven activations, leveraging high-profile jockey partnerships and event-based promotions that expanded their audience nationally, significantly boosting brand visibility beyond their traditional regional customer base. Hildebrandt relied heavily on influencer and digital marketing—leveraging the sponsored jockeys’ sizable social followings to drive foot traffic, hat sales, and scoop giveaways—without large traditional ad spends.
Buoyed by the success of their sponsorship within just six weeks, they confirmed plans to extend their sponsorships beyond the Triple Crown.
DAN-O’S SEASONING – SPICING UP THE SPORT OF KINGS
Shortly after Rich Strike’s unexpected 80-1 victory in the 2022 Kentucky Derby, Louisville-based Dan O’s Seasoning became the official sponsor of both the horse and owner Rick Dawson, outfitting the winner’s blanket, trailer, and the team’s jackets. Dan O’s committed a portion of the proceeds to charitable causes such as the Permanently Disabled Jockeys Fund (PDJF), reinforcing its authenticity and community roots.
Rich Strike. Photo by Frank Angst.
As part of its sponsorship agreement, Dan O’s branding was featured prominently at the 2022 Belmont Stakes Day events, appearing on race-day promotional materials and owner/rider attire, extending visibility to a new on-track and national audience through television and racing media coverage.
Following the 2022 Triple Crown marketing partnership, Dan O’s experienced explosive growth—nationwide distribution expanded from 130 stores to over 7,800, marking nearly a 6,000% increase since 2020. By October 2022, the brand was available in over 10,000 retail locations and recorded a 734% increase in retail revenue year-over-year. Dan O’s sales grew to approximately $38 million in 2024, up from $5 million in 2022.
In 2024, Dan O’s extended its partnership with Churchill Downs by having its Original Seasoning featured on over 7,500 turkey dinners in premium dining areas during the Thanksgiving Day meet. Celebrating "Turkey Day at the track" included specialty baked potatoes, cheeseburgers, and chips—all seasoned with Dan O’s blend—providing immersive guest engagement via culinary experience.
StrideSAFE – SPORTS TECH REIMAGINED FOR RACEHORSE SAFETY
Originally built on motion-sensing technology from human athletics, StrideSAFE is a wearable device placed in a horse’s saddlecloth to capture up to 2,400 motion data points per second—including vertical, lateral, and longitudinal movement.
StrideSAFE sensor and saddle cloth. Photo by Eric Crawford.
Launched at Churchill Downs in 2023 and now active across all five Kentucky tracks, including during the 2024 Kentucky Derby, StrideSAFE helps detect abnormal gait patterns linked to injury risk—often before symptoms appear.
Rather than using traditional marketing, the brand relied on academic partnerships (Washington State University) and regulatory support (Kentucky Horse Racing Commission) to build credibility. Reports from pilot programs showed red-flag patterns in 90% of horses that later suffered career-ending breakdowns.
StrideSAFE’s success shows how sports tech can enter horse racing by proving safety impact first—gaining adoption through data, trust, and stakeholder validation.
GET IN THE GAME
Jockeys for the 2025 Belmont were sponsored by Hildebrandt's Ice Cream, Jeff Ruby's Steakhouse, and HBA Media. Photo by Coglianese Photo.