Alix Earle Went To The Pegasus. Horse Racing Twitter Lost Its Mind.
I write today not to bury Gulfstream Park, nor to praise it. My latest entry in the “does anyone actually read these?” files instead strikes a familiar refrain that can be applied to a staggering number of situations.
Some background, for those unfamiliar with the situation: Influencer Alix Earle attended the Pegasus World Cup Saturday. Her social media content from the event reached a staggering 6.5 million people in 24 hours. This, of course, drove horse racing Twitter bananas, with fanatics grumbling about how Earle’s presence contributed nothing to the event.
Some further background, for those unfamiliar with me (and because, the last time I did this to establish myself as an “expert witness” of sorts, a few people missed the point and lost their minds over it): I have more than 13 years of experience in digital and social media marketing. Outside of horse racing, I’ve grown brands in the non-profit and college athletics sectors. Inside of this particular industry, I’ve shepherded online outlets for some of the most well-known news and entertainment operations in the game and, of course, had Lord Miles at 59-1 in the Wood Memorial (and the reaction that gets is why I still bring it up; I know my audience!).
All of this is to say I’m as well-qualified as anybody to discuss the layers of this, and that familiar refrain I mentioned earlier is a simple one: Almost everyone is wrong in some way, shape, or form.
The first thing you do, when you want to present your product as “cool,” is find people who others think are “cool” and use them to your benefit. Given the media landscape in 2024, the best way to do this is influencer marketing, and it’s a really simple concept provided you’ve got the money to do it.
As a sport, we talk about needing to try new things to get the sport in front of new fans. Given how many people saw Alix Earle’s content, that box was checked, multiple times over. Sorry to say it, folks, but industry channels and publications aren’t reaching 6.5 million people a day. We’re all statistically insignificant by comparison.
On that level, I have no problem with the presence of Alix Earle at the Pegasus. It seems like a mutually beneficial partnership. Gulfstream gets social media exposure, and Alix Earle gets eyeballs on her content, even if those eyeballs aren’t necessarily those of hardened handicappers (whose eyeballs instead rolled hard as this content got rolled out).
To use a marketing term, though, this got people into the funnel. The next step, now that they’re there, is to convert those people into customers. So what’s Gulfstream Park doing to give these people every reason to come back to the track?
There are ways this can be done. Hit the demographics Alix Earle’s trying to hit with social media ads that have her Pegasus photos or footage in them (assuming you have the rights to something). Use what you’ve got to drive Pegasus-goers back to the racetrack more than once, and when they get there, have resources that are there to introduce people to the betting side of the game. More informed fans are better fans. Better fans wager more and are more likely to introduce the sport to their friends. This isn’t complicated.
There’s a place for influencer marketing in horse racing, but like everything else, there has to be a follow-through. Gulfstream Park has five stakes races on Saturday’s card. The headliner, the Holy Bull, features Fierceness, who’d be the Kentucky Derby favorite if the race was run right now.
Do we think the people who saw Alix Earle’s videos know that? My money’s on “no,” and that’s where it falls apart.
Alix Earle being at the Pegasus World Cup isn’t the issue. The lack of a follow-through is, and that’s where horse racing’s in trouble. If the industry isn’t marketing correctly to new fans, or to the fans it has, what’s going on here?
The data doesn’t present a pretty picture. Handle is down pretty considerably, and only being kept afloat, at some venues, by CAW groups that have certain capabilities unavailable to the average player. The increased availability of legal sports betting can’t help matters. Why go against the sharks at the racetrack when you can spend your gambling dollars at sportsbooks that know their customers and give them what they want?
At its best, horse racing is the best gambling game on the planet, and there’s no close second. It’s what got me into the game as a kid, and it’s why the only times horse racing Twitter comes together with joy is when a player makes a big score. Marketing it as the premier betting opportunity in the country isn’t going to solve all of horse racing’s ills (we’re still breeding fewer horses that don’t run as much as their predecessors), but without that, handle’s going to keep circling the drain and put the sport in an even worse position moving forward.
In that regard, I share the frustrations of my horse racing Twitter brethren at the sport’s continued inability to effectively communicate with its fanbase. That’s my “why,” and it’s a big reason why I show up with content every year at Saratoga, Pleasanton, and a few other outlets. There’s a legitimate gripe that needs to be addressed by tracks across the country, in the form of effective marketing, fan education, and getting people hooked on the game the ways many of us were.
If your problem is with Alix Earle, though, the blame is misplaced.
(Oh, and if you’ve got an issue with well-known, younger women attending sporting events and being seen a lot, you probably shouldn’t watch the Super Bowl.)