How Breeders Cup Advertises To Reach New Audiences

When you think of horse racing, what’s the first race that pops to mind? Probably the Kentucky Derby or the Breeders’ Cup, right? Well, do you think this is accidental? No, it’s all about marketing and advertising.

The organizers of the Breeders’ Cup have worked on their brand awareness for years, so you immediately think that this race isn’t a coincidence. It is millions of dollars spent on marketing.

But just because we are talking about an event that has already established brand presence, it doesn’t mean that the marketing team should rest. After all, as the brands go bigger, they tend to spend more on brand awareness.

Just look at Coca-Cola. Everybody knows about Coke, but they still spend billions on advertising worldwide.

Why? Well, they have to reach new audiences and maintain a strong brand image. Well, we have the same situation with the Breeders’ Cup.

Yes, it might be the ultimate horse racing championship, but they still work on promoting their services. The question is, how? Do they have any specific strategies for reaching new audiences?

Let’s find out.

Television

I know what you are thinking -” Who the heck watches television anymore?” well, data says that television is still a relevant medium. Yes, it might not be a good source of new audience, since the demographic is not really ideal or they are already horse racing fans, but it is still a good medium for building a brand.

However, did you know that they can target their audience, even with TV ads? That’s right, races like the Breeders’ Cup are usually targeting younger audiences as “new customers” and they build their brand awareness with the older generation.

So, if they like to target new audiences on TV, they usually place ads during non-sports content like “The Voice” or on lifestyle channels like E! where there are more younger people who still haven’t watched a single horse racing event.

Social Media as a Gateway

One of the main ways for horse racing events like the Breeders’ Cup to reach new audiences is through social media platforms. Yes, we are talking about TikTok, Instagram, X, Facebook, you name it.

The organizers of the Breeders Cup are already on TikTok and all other social media platforms. They might have 40K followers, which is not such a big deal, but as you know, followers on social media platforms don’t really matter anymore. You can still create a viral video that gets millions of views, even with just a few followers.

In addition to TikTok, they’ve been present on Instagram, X, and Facebook, but TikTok has shown particular promise in bringing fresh, young eyes to the races. They’ve used popular creators to share behind-the-scenes footage and give fans a closer look at the fashion, adrenaline, people winning bets, and, of course, the horses.

If you want to be featured in their social media profile as the lucky winner of the Breeders Cup, make sure you check out the 2024 Breeders’ Cup betting guide here.

Partnering with Influencers and Celebrities

Celebrities have a way of making anything look cool. The Breeders’ Cup taps into this magic by collaborating with influencers and celebrities who bring their own flair to the event.

Sometimes, it’s not about the horses; it’s about who’s watching them. Yes, I know, it is quite a strange world we live in. Just because a celebrity watches the event, now everybody is interested in horse racing.

The Breeders’ Cup has leaned heavily into celebrity endorsements, featuring well-known faces in their ads and social media promotions.

You’ve got sports stars, entertainment figures, and even horse-racing enthusiasts like Joe Torre and Jim Rome getting involved, which gives the event extra cred. It also helps that some celebs genuinely love horse racing, adding authenticity to the mix.​

By teaming up with influencers who have a passion for racing or a lifestyle that aligns with the Breeders’ Cup’s image, they reach niche audiences who might not otherwise be engaged.

Influencers often share exclusive content from the event, like behind-the-scenes glimpses and personal experiences, which helps to build excitement and anticipation.

Diversifying Sponsorships

No event happens in a vacuum, and the Breeders’ Cup knows this well. They strategically partner with brands and companies that align with their image to broaden their reach.

Partnerships with high-end brands help position the Breeders’ Cup as a luxurious and prestigious event. Think of it as the racing world’s equivalent of a red carpet-event.

We also have collaborations with local businesses that can boost community involvement and create a more localized buzz.

But it’s not just about where they advertise—it’s about who they partner with. By focusing on luxury brands and aligning themselves with high-end sponsors, the Breeders’ Cup has positioned the event as an elite experience. Think about it: It’s not just about the race, it’s about the lifestyle. From fancy cocktails to stunning fashion, the Breeders’ Cup is more than just horses running—it’s an event to be seen at​.

And sponsorships aren’t just limited to racing-related brands. By collaborating with luxury non-racing sponsors, like those in fashion and hospitality, they’ve managed to attract not just sports fans but people who are after an upscale experience.