On the Lead e2: All About Influencer Marketing

On The Lead

Presented by The Jockey Club

PTF and Shannon Kelly are back with the second edition of On the Lead in which they discuss the effects of influencer marketing on the sport of horse racing.

The show kicks off with Dan Tordjman of America's Best Racing as he talks about ABR's continuing efforts in the influencer marketing space and tells us about taking the concept to the next level in the form of their Stake in Stardom program.

Next up, Lindsay Czarniak drops by to discuss her roles as both a journalist and influencer, connecting racing marketing efforts to those in other sports and revelaing what she thinks are the top marketable stories in racing today that might help the sport reach a mainstream sports audience.

Last but certainly not least, Peter Rotondo Jr. of 1/st is here to give some history on the concept of using celebrities to help market horse racing including an early experiment at the ESPYs from a few years back. He also delves into the "Alix Earle effect" and how it led to an impressive spike in ratings at this year's Pegasus Stakes at Gulfstream Park.