PR in Horse Racing

PR and Marketing is no new thing to the world of horse racing. Tracks have been hiring whole crews for just this purpose. Farms have stretched the imaginations in advertising. ADW's find the oddest gimmicks to get people to wager with them. But now, something new is arising. How important is PR and marketing of the individual racehorse?

We have seen it in full flight with Zenyatta this previous year as her owners, rather than take her on a tour of the United States, let the United States come to her. Dozens of photos popped up on Facebook and Twitter of people visiting with the big mare. And we're not just talking the celebrities propped in there for a photo op. No, people like you and me were able to wander on the backside to get a glimpse, a picture and maybe share a treat with the great mare.

The result? Well, obviously, a fan favorite, but also a development in the media of a horse's personality. Now, anyone who has spent 5 minutes around horses knows that every horse has a personality; the quirks, attitudes, moods and habits that individualize a horse from the herd. We have heard about a few of these attributes in the past in pre-Derby writeups, or in overdramatized NBC and ESPN features during racing broadcasts, but for the first time in a long time, people knew WHO this mare was and embraced it.

Now, we are seeing this continue with expected 2 year old champion Uncle Mo. He has a Twitter account, a Facebook account, and a feisty sense of humor....or so it seems. Sure, it may seem gimmicky, and it is, but something big is happening as well. Fans, press and handicappers suddenly have ownership in this colt as his daily activities, candid snapshots and future plans are shared with them personally.

So what does this do for the sport? At first glance, I found myself thinking "Cute, but it doesn't really have a value". And then I thought a bit more. Blake Shelton, previously an under the radar country singer, busted out in a big way this year. I used to hate him. Then, I started following him on Twitter. And he revealed his personality, his quirks, habits, moods and preferences. I started to find myself wanting to hear his new music. This fall, he won Male Vocalist of the Year. Now, I'm not saying Twitter did that. Of course not. That would be like saying Twitter will win the Eclipse Award for Uncle Mo. But when a star allows themselves to be "exposed" to fans and the such, the industry benefits. Maybe we will see people visiting the track to see Uncle Mo. Maybe we will lose the black eye as the day to day operation is revealed without fear. Maybe, just maybe, some of these people will find out what the rest of us have and be hooked for life. Not bad for a free sign up and a few seconds of work every day on the part of the racehorse's connections.