The sport of horse racing, like many others, has faced the challenge of trying to attract new fans. Organisers in the sport have used digital media to promote horse racing and showcase their major events.
Here is a look at some of the ways horse racing is promoting some of their “feel good stories” in the sport.
Champions: Full Gallop Proved a Big Success
In association with ITV, British horse racing produced a six-episode series in 2024. Champions: Full Gallop, followed some of the biggest names in the sport on the track in a similar style to Netflix’s popular series, Drive To Survive in F1.
Such was the success of the show, it has been commissioned for a second series. One of the new stories is likely to be Galopin Des Champs’ bid for a third Cheltenham Gold Cup in 2025. He is the 8/15 favourite for those placing a Cheltenham bet on the defending champion in the race.
The 2025 Grand National is also likely to be prominent in the upcoming series. Many punters will be placing a horse racing bet on I Am Maximus to defend his crown at Aintree. The 2024 winner is 12/1 to become only the third horse since 1974 to win the world’s most famous steeplechase in back-to-back years.
As well behind the scenes access to the biggest events on the calendar, Champions: Full Gallop also showcases many of the stable staff that work in the sport, and how their role is just as important to a horse’s success on the track. The content from the series is available online on the ITV Sport website and on ITVX.
Social Media Gives Racing Fans Chance to Watch Replays
Just like in football, where a replay of a goal in the Premier League can be found on social media minutes after it has gone in, horse racing is also using social media to upload race replays. It means racing fans can watch how a race unfolded even when they are on the move.
Stakeholders in horse racing are promoting features such as stable tours on their social media accounts. It is a great opportunity for trainers to showcase their facilities and gain new owners to their stables.
Horse racing has worked with several influencers on social media to amplify some of their best content. This has ensured more eyeballs have viewed these videos and then hopefully, followed the accounts for future posts.
Betting Apps Now More Than Just a Place to Strike a Bet
Betting companies have invested a lot of money into their apps to ensure that they offer their customers more than just a betting service. They now have race previews, online streams and other content, as they see the need to promote the sport as much as possible too.
These betting apps are often some of the most popular downloaded apps throughout the year, particularly around the big events such as the Cheltenham Festival, Grand National and Royal Ascot.
With so much competition in the market, every betting operator is doing their best to offer something unique to their customers and in turn investing heavily in their digital marketing.
Thanks to some strong digital marketing campaigns, horse racing is in a strong place right now, and those in the sport will be hoping their efforts will be rewarded with bigger attendances at their racecourses throughout 2025 and beyond.
