Media And Marketing Strategy To Help Your Racing Brand Stand The Test Of Time
In horse racing, leaving your mark in the sport isn’t just about winning on the track—it’s about building a brand that resonates with your audience and lasts. Whether you’re aiming to increase visibility or establish a lasting legacy, the right marketing strategy is essential. Here's how branding, social media, and authenticity can impact your racing business.
CONSISTENT BRANDING = +23% REVENUE
Your brand is your identity, and consistency is key. When your branding is unified across all platforms, it builds trust and recognition, which leads to higher engagement and revenue.
Michelle Lovell at Churchill Downs.
Photo by Rachel Bissonette.
Studies show that consistent branding can increase revenue by up to 23%. Iconic racing brands, such as the Kentucky Derby or Breeders' Cup, achieve lasting success by maintaining a recognizable identity.
You can do the same by ensuring cohesive branding from your website to your social media - think logos, fonts, colors, watermarks, hashtags, and brand voice continuity.
SOCIAL MEDIA: CRITICAL FOR 89% OF MARKETERS
Social media is no longer optional—it’s a necessity. And it isn’t just for influencers—it’s a must for business growth.
If you aren’t using platforms like Instagram, TikTok, and LinkedIn, you’re missing out on potential customers and fans.
Instagram has over 1 billion active users, making it a perfect platform for showcasing race-day events and behind-the-scenes content.
TikTok is where younger audiences (ages 18-34) are spending their time. Use it to engage with racing fans through short-form videos featuring things like race recaps, jockey interviews, and stallion open houses.
For B2B marketing, LinkedIn is key—80% of social media leads for businesses come from LinkedIn, with 4x higher conversion rates than other platforms.
AUTHENTICITY: 94% OF CONSUMERS DEMAND IT
Transparency is crucial in building trust, and it delivers measurable results—94% of consumers are likely to stay loyal to a brand that practices transparency.
In the racing and breeding worlds, this could mean using social media to share behind-the-scenes moments, like your farm’s daily operations or training updates, to build credibility. Press releases can highlight heartfelt stories, such as a horse’s rehabilitation journey or your farm’s dedication to aftercare, fostering trust with both media and fans. By weaving transparency into your content strategy, you not only humanize your brand but also strengthen relationships with your audience—boosting loyalty, engagement, and, ultimately, your bottom line
Line Of Duty (IRE) at the 2018 Breeders’ Cup World Championship.
Photo by Steve Heuertz.
BUILDING YOUR LEGACY