Mention one thing you know about professional horse racing. If you said anything—absolutely anything—unrelated to the Kentucky Derby, you get a gold star. It’s interesting, isn’t it, how a sport that most people forget exists for the majority of the year explodes in early spring for a single event?

Almost 17 million people watched the Kentucky Derby last year. This remarkable figure represents historic viewership numbers not seen since the 1980s. Interestingly, horse racing as a whole is actually on the decline with viewership down 30% in 2022.

The Kentucky Derby sets itself apart not just through the caliber of competition—which is undeniably high—but also through how the event is positioned. In other words, it is influenced by marketing.

How Does Horse Racing Position itself for Success in the Modern era?

Celebrity Involvement

One of the big “WOW Factor,” elements of the Kentucky Derby is that it attracts an elite crowd. No other event in existence could attract so many business tycoons and celebrities to a small midwestern city in the middle of spring.

Kid Rock. Bruno Mars. Joey Fattone. We could literally spend the entire article listing celebrities who attended the event just last year. Even that would paint an incredibly incomplete picture of just how effective horse racing's greatest contest has been at attracting recognizable names over the years.

Granted, many of the famous people who show up at this—or any—sporting event are generally there because (surprise, surprise) they want to be.

That, in and of itself, is not marketing. Still, the way they are photographed in their Sunday best generates both headlines and attention.

The way people watch the Superbowl as much for the commercials and halftime show as they do for the game itself, many people will tune into the Kentucky Derby for the glamor. The outfits, as well as the beautiful, famous people wearing them.  

Marketing Through Storytelling

Horse racing employs robust storytelling techniques to make an emotional appeal to viewers. Each year the story changes based on what is taking place. In some cases, the storylines might revolve around a "dark horse" (pun intended) competitor, while in other years it might be about legacy.

By focusing on the participants instead of the prize, the event becomes more meaningful for people who are not necessarily passionate about horse racing by itself. Keep in mind that this is most viewers. While the Kentucky Derby racks up tens of millions of eyes, regular season events see the barest fraction of that viewership.

It's storytelling that grounds the experience. The industry creates narratives about underdog horses fighting for glory, family legacies in breeding and training, historic attempts at Triple Crown victories, and the personal journeys of jockeys and trainers.

The Olympics, and in fact many other sporting events, do the same thing. They understand that human interest stories create emotional investment, turning casual viewers into engaged fans. This approach transforms a two-minute race into a compelling drama that viewers want to follow. The actual event becomes the climax of a story rather than just a standalone competition.

Modernizing Tradition in Horse Racing

The Kentucky Derby's iconic traditions - mint juleps and extravagant hats - have become marketing powerhouses in the digital age. These century-old customs now drive social media engagement, with Instagram flooded by hat selfies and julep photos every Derby season.

The famous "Run for the Roses" tradition extends far beyond Churchill Downs. Social media campaigns start weeks before the race, with influencers showcasing Derby fashion and mixologists sharing julep recipes. Virtual hat contests engage fans who can't attend in person. The traditional blanket of roses becomes a storytelling device across multiple platforms.

Racing has found ways to maintain these traditions while making them accessible to modern audiences. Live streams show behind-the-scenes preparation of the roses. Fashion blogs and social media showcase hat designs months before the event. Even the traditional singing of "My Old Kentucky Home" gets shared through TikTok videos and YouTube clips.

These old-world traditions provide perfect content for new-world marketing. They create authentic moments that resonate across generations while giving modern audiences the social media moments they crave. The result is a seamless blend of heritage and contemporary engagement that keeps the sport relevant.

The Kentucky Derby Will Soon Be Upon Us

These words are most probably coming before your eyes on a cold, wintery afternoon. It’s difficult to imagine the lush pastel-colored world that the Kentucky Derby occupies. Yet soon spring will be here and with it, the best racing event of the season.

As you study the Kentucky Derby final odds, pay attention to the marketing campaigns that bring the event to your attention. For a historic race, it is interesting to see all of the ways that marketing teams maintain its tradition while bringing it into the 21st century.