How Big Horse Racing Events Are Using Social Media in Their Advantage

Just because we are talking about a sport that is thousands of years old, it doesn’t mean that it shouldn’t advance and use modern technology. Nowadays, social media is more powerful than ever. We are seeing independent and small businesses achieving global popularity, and it is a no-brainer for horse racing events to want to get a piece of the cake.

Social media is perfect for a sport like horse racing. Why? Well, it’s just because we are talking about a sport that includes multiple factors, such as tradition, history, thrills of the races, betting, food, and even fashion. So, there is a lot going on.

Additionally, most horse racing fans would agree that the adrenaline rush from races isn’t the only thing that makes this sport exciting. It is also about the story and how the sport feels.

And what’s the best way to spread the word about your story? Of course, social media.

Another important thing that we have to mention is the decline of younger people being interested in horse racing. After all, this is a sport that is mainly popular with the older generation, but in order to survive for another hundred years and more, we need young people.

So, where can we find them? Well, usually on social media.

This means that there are plenty of reasons why big horse racing events like the Kentucky Derby or the Breeders’ Cup use social media. Fortunately, they are already on this fast-moving train and not just spectating but setting trends.

Yes, brands can learn a lot from them. And here is what:

Brand Awareness

Try to think of a sport with better brand awareness and story than horse racing. I don’t think I can think of any other.

We have events that are more than 150 years old and are still getting a lot of attention. They’ve maintained the same standards for years, and that’s really hard.

But we’ve come to a time where horse racing events need to share their brand story online, and social media is the perfect spot. If you look at some of their pages, you’ll see that most posts are not about results, performances, leaders, statistics, or any other boring stuff.

For that, we have specific websites like TwinSpires where you can check the odds for events like the Breeders’ Cup.

twinspires.com/breeders-cup/odds/

Instead, they focus on sending a message, promoting the sport’s values and history, and building a story. That’s what every other business should focus on.

The Power of Real-Time Engagement

One of the biggest advantages of social media is real-time interaction. Remember when you had to wait for the sports section the next day to see the race results? Those days are long gone. Now, as soon as the horses hit the starting gate, X, Instagram, and Facebook light up with live updates, behind-the-scenes footage, and even race-day fashion highlights.

Big events like the Kentucky Derby and Royal Ascot are pros at this. They’re not just posting content—they’re creating an experience. During the 2023 Kentucky Derby, the official Twitter handle racked up thousands of tweets per minute as fans around the world shared their thoughts, hopes, and memes. Yes, memes. Because what’s a major event these days without a good meme?

Behind-the-Scenes Access

We all love a little peek behind the curtain, right? Horse racing events have tapped into this by offering exclusive behind-the-scenes content. Whether it’s a day in the life of a jockey, a tour of the stables, or a sneak peek at the preparation for the big race, this content is gold for social media.

Royal Ascot’s Instagram stories, for example, often feature interviews with trainers and jockeys, giving fans a sense of intimacy and access that was previously reserved for the very few. It’s this kind of content that keeps people coming back for more, building a loyal and engaged following.

Influencers and Collaborations

Another way horse racing events are making waves on social media is through collaborations with influencers. And no, we’re not talking about your typical Instagram influencers hawking detox teas. We’re talking about partnerships with celebrities, athletes, and even fashion influencers who bring their own massive followings to the table.

Take the Melbourne Cup, which regularly partners with high-profile celebrities to create buzz. These influencers attend the races, post about their experiences, and effectively turn their followers into new fans of horse racing. It’s a smart move—leveraging the reach of these influencers can introduce horse racing to demographics that might not have been interested otherwise.

Engaging Content: More Than Just Race Updates

Posting race results is one thing, but the most successful horse racing events know that they need to offer more to keep their audience engaged. This includes a mix of content that appeals to a wide range of interests. For instance:

• Interactive Polls and Quizzes: Who do you think will win? Which horse has the best chance? These simple but effective tools get fans involved and invested in the outcome.
• Race-Day Fashion: Royal Ascot and the Kentucky Derby are just as much about the outfits as they are about the races. Social media is flooded with fashion highlights, best-dressed competitions, and even DIY tips on how to recreate the looks at home.
• Historical Throwbacks: People love nostalgia. Sharing iconic moments from past races not only educates newer fans but also rekindles the excitement in long-time followers.

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