Horse racing's Jockey Club ponies up with rebranded website
Formatted and completed text.Thoroughbred racing has existed in this country since, well, long before it was even a country. Exactly 347 years, if you count from the establishment of a race course in 1665 on what is now Long Island, N.Y.
Like many other sports that represent a slice of Americana, the horse racing industry has lagged in the digital age. Until now.
This week the Jockey Club has rolled out a fan engagement strategy with a rebranded website called America's Best Racing (followhorse racing.com).
On the site, along with a schedule of Kentucky Derbyprep races and a sweepstakes contest for a trip for eight to the Breeders' Cup at Santa Anita in Arcadia, Calif., is a clock ticking down to April 4, the day the fully enhanced and functional site launches. Subsequent versions will roll out through the Triple Crown campaign and into the summer.
The site will use video sharing, social networks, new TV and digital tools, and social games in an attempt to attract a new and younger audience. Its aim is to introduce old and new fans to the sport's best horses, races, tracks, jockeys, trainers and owners and will focus on the Road to the Triple Crown, which is upon us, and the Road to the Breeders' Cup, which begins in late summer and ends with the Cup's races in early November.
The Road to the Kentucky Derby is a collaboration between the Jockey Club and NBC Sports to provide live coverage of six major Derby prep race days, beginning with the Vinery Racing Spiral Stakes and Bourbonette Oaks on March 24 and culminating with the Bluegrass Stakes and Arkansas Derby on April 14. The 138th running of the Kentucky Derby is May 5 at Churchill Downs in Louisville.
Finally, to combat March Madness, a social media campaign has been launched to engage and invite current fans to spread the word about #TheOtherMadness to their friends and family who may not know much about horseracing, through a series of online videos and social media messaging.
Source: USA Today
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