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Article IndexBY JOE FAVORITO
NEWJERSEYNEWSROOM.COM
SPORTS MARKETING
As we get deeper into what has become one of the busiest weeks in sports, between March Madness, NHL, NFL Free Agency and the NBA Trading Deadline, let’s take a look at another entity which is looking to capitalize on the fervor of March Madness and one that already has the elusive prize of legal wagering on its side: horse racing!
In New Jersey, the sport appears to continue to be undergoing a renaissance. A few weeks ago, the Meadowlands Racetrack announced a thoroughbred return after a two-year absence, with the first two of 10 race dates on the turf at the Meadowlands on May 4-5, leading into the Kentucky Derby and the day of the race, when the Meadowlands will offer a day-night doubleheader of thoroughbred racing followed by an evening harness racing card. The rest of the turf dates will be on Fridays and Saturdays from Oct. 12 through Nov. 3.
Monmouth Park will have the state Thoroughbred Horsemen’s Association running the meet, after over 25 years of management by the New Jersey Sports and Exposition Authority. They will have 65 thoroughbred racing dates in a schedule similar to the last two years. It will be a chance to see if privatized tracks can outdo marketing efforts of state officials over the last 25-30 years.
So with that in mind, many naysayers still think the Sport of Kings is dead. But efforts like those in New Jersey and at the top of the sport nationally are going to make a valiant run at reviving all involved by using technology, trying to draw casual fans, bringing new brands back to aggregate, and most importantly, using their leverage with legalized gambling to grow and enhance its footprint as the sport ramps up towards this year’s Kentucky Derby and beyond.
The Jockey Club (founded in 1894) is currently leading an array of business initiatives on behalf of the sport of Thoroughbred Racing – ranging from a televised racing series on NBC and NBC Sports Group Network a re-launch/rebrand of a website, alternative TV programming, creation of a free-to-play game and a social game, a scheduling tool for tracks to coordinate start times and an ownership website to serve as a central resource for horse owners. All of the above is designed to raise the mainstream profile, popularity and recognition for the beautiful sport of Thoroughbred Racing. Their first viral video around the campaign launched last week, designed to capture some fun and excitement and engage some casual fans vs. the more traditional, here is a look.
