Influencer-Led Strategy Revitalizes Thoroughbred Racing Engagement - Episode Hero Image

Influencer-Led Strategy Revitalizes Thoroughbred Racing Engagement

Horse Racing Radio Network · · Listen to Original Episode →
Original Title:

TL;DR

  • Griffin Johnson's involvement in horse racing, stemming from his social media influence and venture capital background, bridges mainstream culture with the sport, attracting younger demographics and new audiences.
  • The integration of social media marketing, exemplified by F1 and golf, can transform horse racing into a cultural experience by promoting atmosphere, food, and local attractions beyond the races themselves.
  • By optimizing major tracks with modern videography and editing, horse racing can create content formatted for contemporary culture, thereby increasing engagement with a broader audience.
  • Strategic partnerships with mainstream cultural figures and influencers can introduce celebrities to racing events, expanding the sport's reach and appeal to diverse demographics.
  • Implementing innovative concepts like random betting brackets, similar to March Madness, can drive attendance and engagement on non-peak days, transforming weekday racing into an event.
  • Horse racing offers unparalleled accessibility to influential individuals and athletes compared to other professional sports, providing a unique networking and investment opportunity for newcomers.
  • The sport's hands-on nature and the opportunity to connect with well-connected and successful individuals make it a uniquely appealing and accessible venture for young people.

Deep Dive

Griffin Johnson, a social media influencer turned venture capitalist and horse owner, has successfully bridged the gap between mainstream digital culture and the thoroughbred racing industry, demonstrating a potent strategy for engaging younger demographics. His experience with the racehorse Sandman's journey from an unknown to an Arkansas Derby winner highlights the potential for social media to amplify racing's appeal, creating new avenues for marketing and audience development that can revitalize interest in the sport.

Johnson's involvement with thoroughbred racing, facilitated by his venture capital fund Animal Capital, underscores a strategic approach to industry engagement. His early days with Sandman were marked by a more relaxed pace, allowing him to familiarize himself with the sport while simultaneously building an audience. This period served as a crucial "introductory phase" before the heightened attention following Sandman's major wins. The core implication is that strategic partnerships and a gradual immersion can effectively prepare both new entrants and the sport itself for increased visibility.

The second-order implication of Johnson's success lies in his ability to connect with and re-engage audiences across different platforms. He has rekindled interest among his existing TikTok followers, who create content around Sandman, and has also drawn back former fans and introduced newcomers through his Facebook presence. This dual impact suggests that a multi-platform social media strategy, tailored to each audience, can broaden racing's reach. Furthermore, Johnson's vision for marketing racing involves creating an "overall experience" beyond the races themselves, incorporating elements like fashion, local culture, and diverse entertainment. This approach, inspired by the marketing tactics of industries like Formula 1 and golf, aims to position racing as a lifestyle event, making it more appealing to a younger, experience-seeking demographic.

Johnson's insights into growing thoroughbred racing center on optimizing digital content creation, forging strategic partnerships with mainstream cultural figures, and innovating track experiences to attract people on non-race days. He advocates for dedicated videography and editing crews to produce content that aligns with modern cultural trends. By integrating celebrities and influencers into racing events, he aims to leverage their existing reach. His forward-thinking idea of creating unique betting opportunities, such as a "random bracket" similar to March Madness, illustrates a commitment to thinking outside the box to foster engagement and make the sport more accessible and exciting.

Ultimately, Griffin Johnson's integration into thoroughbred racing demonstrates that the sport can benefit significantly from embracing contemporary marketing and social media strategies. His success with Sandman and his proactive approach to blending influencer culture with racing offer a tangible model for making the sport more appealing, accessible, and relevant to a younger generation, thereby ensuring its long-term growth and vitality.

Action Items

  • Create videography and editing crew: Optimize big tracks with modern content formatting for cultural relevance.
  • Design strategic partnerships: Engage mainstream culture influencers and celebrities for event promotion.
  • Develop track attendance initiatives: Create "random bracket" betting or similar events for non-race days.
  • Measure social media engagement: Track audience growth across platforms (TikTok, Facebook) for 3-5 key demographics.
  • Draft content strategy: Define messaging and branding for social media to attract Gen Z to racing.

Related Episodes

Key Quotes

"I always say that I don't think that I could have even dreamt to have a ride like I had this year and uh it's just it amazes me every time to think about it and the more that I learn about this sport the more I realize how fortunate and lucky I really was so uh it's it's been good."

Griffin Johnson expresses his astonishment and gratitude for his racing experience, highlighting that it exceeded his wildest expectations. Johnson emphasizes that his understanding of the sport's complexities has deepened his appreciation for his good fortune.

"So you know I uh before I got into horse racing I uh I've been creating content online for the last six years so I started on TikTok in nursing school and you know ended up pivoting and uh moving out to LA during COVID and I pretty much hit TikTok early and got lucky and after the pandemic things really took off I pivoted into a venture capital fund and uh that venture capital fund animal capital is what got me to West Point and the rest is history."

Griffin Johnson outlines his career trajectory, explaining his transition from content creation on TikTok to venture capital. Johnson details how his involvement with the venture capital fund, Animal Capital, served as the direct link to his entry into horse racing with West Point.

"You know it's it's really hard to decide but I think what I really liked about uh horse racing is the people that are in it and when I say that I think that um there's a lot of very talented passionate people there's obviously you know some of the wealthiest and most connected people on the planet um and there's also some of the hardest working people on the planet so uh I think it's really intriguing and has a lot to offer um and I think that the opportunities are limitless with some good marketing."

Griffin Johnson identifies the people within thoroughbred racing as its most appealing aspect, noting the diverse mix of talented, passionate, wealthy, and hardworking individuals. Johnson believes this unique combination makes the sport intriguing and full of potential, especially when enhanced by effective marketing strategies.

"You know I've I've really been thinking about this lately and you've seen it with other industries like F1 and golf even um you know where they really kind of have this social media marketing uh you know I guess guerrilla warfare tactic where they just uh you know really figure out what their branding is and what their messaging is and then they create culture and events around it."

Griffin Johnson draws parallels between thoroughbred racing and other industries like Formula 1 and golf, suggesting a need for a similar strategic social media marketing approach. Johnson proposes that by defining branding and messaging, the sport can cultivate culture and events that resonate with a broader audience.

"I tell people my age that you know I think horse racing is one of the best things that you can get in and people are like yeah well you know all the people that are talking about oh it's going down here it's doing this but I mean in reality for a young person to get into racing I mean you have some of the most well connected and successful people in the world um you know even the athletes I mean you can access a jockey way more than any professional sport in the world I mean horse racing is so hands on and I think that's what makes it unique."

Griffin Johnson advocates for horse racing as an accessible and unique opportunity for young people, emphasizing the unparalleled access to successful individuals and athletes within the sport. Johnson contrasts this with other professional sports, highlighting the hands-on nature of racing as a key differentiator.

Resources

External Resources

Books

  • "Book One" by Keeneland - Mentioned as a source for acquiring a yearling by Flight Line.

People

  • Griffin Johnson - Owner and social media influencer, guest on the podcast discussing his racing experience.
  • Mark Casse - Trainer of Sandman.
  • Jose Ortiz - Jockey for Sandman.
  • Terry Finley - Associated with West Point Thoroughbreds, instrumental in Griffin Johnson's involvement with Sandman.
  • Ali Finley - Daughter-in-law of Terry Finley, connected Griffin Johnson to Marshall Sandman.
  • Marshall Sandman - Runs and operates Griffin Johnson's fund, connected through Ali Finley.
  • Vinnie Viola - Co-owner of Sandman, a mentor to Griffin Johnson.
  • Mr. Green - Co-owner of Sandman, a mentor to Griffin Johnson.
  • John Green - Co-owner of Sandman, a mentor to Griffin Johnson.
  • Dale Romans - Trainer, mentioned in relation to golf and running for senator.

Organizations & Institutions

  • Horse Racing Radio Network (HRRN) - Podcast network hosting the interview.
  • Twin Spires - Sponsor of the Equine Forum.
  • DJ Stable - Ownership group for Sandman.
  • Saint Elias Stable - Ownership group for Sandman.
  • West Point Thoroughbreds - Ownership group for Sandman, involved in Griffin Johnson's introduction to racing.
  • C J Stables - Ownership group for Sandman.
  • Animal Capital - Venture capital fund that connected Griffin Johnson to West Point Thoroughbreds.
  • Oaklawn Park - Race track where Sandman won the Arkansas Derby.
  • Churchill Downs - Location associated with the Kentucky Derby environment.
  • Keeneland - Mentioned as a location for acquiring a yearling.
  • Metallica - Band mentioned as an example of a massive influence on a generation.

Websites & Online Resources

  • TikTok - Social media platform where Griffin Johnson began creating content.
  • Facebook - Social media platform used by Griffin Johnson.

Other Resources

  • Sandman - Racehorse, winner of the Arkansas Derby.
  • Publisher - Racehorse, finished second in the Arkansas Derby.
  • Coal Battle - Racehorse, finished third in the Arkansas Derby.
  • Eoining - Two-year-old racehorse owned by Griffin Johnson.
  • Kurtin Call - Two-year-old racehorse owned by Griffin Johnson.
  • Flight Line - Sire of a yearling purchased by Griffin Johnson.
  • New Owner of the Year - Accolade received by Griffin Johnson.
  • Big Sport of Turfdom - Accolade received by Griffin Johnson.

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