Company: America's Best Racing and Branch & Bramble, New York, NY
Nomination Submitted by: Branch & Bramble
Company Description: America's Best Racing is a multimedia fan development and awareness-building platform, initiated by The Jockey Club, designed to increase the profile and visibility of North America's best Thoroughbred racing events with a primary focus on the sport's lifestyle and competition. Branch & Bramble is an agency specializing in values-based marketing for lifestyle brands.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Entertainment & Sports
 Nomination Title: A Stake in Stardom: Horse Racing for a New Generation of Fans
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The third season of the campaign began in March 2024.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 236 words used.
Thoroughbred racing has historically been a sport dominated by wealthy older white men, making it challenging to engage new and diverse audiences. America’s Best Racing (ABR) and Branch & Bramble launched A Stake in Stardom to change that perception by lifting the curtain on the sport and leveraging influencer marketing to introduce it to younger demographics.
The campaign aimed to shift perceptions of horse racing by positioning it as a fun and accessible experience open to everyone. A key challenge was overcoming the misconception that horse ownership is exclusive to an elite few. By integrating well-known influencers across different generations and backgrounds as fractional owners, the campaign provided an immersive experience into the life of a racehorse and the people who love them.
Additionally, traditional sports influencer partnerships often prioritize short-term promotion rather than sustained engagement. This campaign sought to build long-term advocacy by selecting influencers who could foster meaningful connections with their audiences and drive ongoing interest in racing. Unlike athletes who may have decades-long careers, racehorses typically only compete in high-profile races as 3-year-olds, making it challenging to get fans invested in their stories.
The program was also designed to enhance the visibility of major racing events, increase engagement across digital platforms, and boost attendance at racetracks. These goals were pursued with a strategic emphasis on cost-effectiveness, demonstrating that impactful sports marketing could be achieved without the multi-million-dollar budgets typically allocated to influencer campaigns.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 241 words used.
The development of A Stake in Stardom was led by America’s Best Racing (ABR) and Branch & Bramble, tapping into empathetic marketing and reevaluating what we knew about potential racegoers. This process focused on audience demographics and engagement trends in sports and entertainment, honing in on what excites people about going to the races and the emotional and practical stumbling blocks that kept them from attending.
With this data, ABR and Branch & Bramble determined that a lack of accessibility and relatability were core driving factors. During the planning process, they focused on three key objectives: increasing reach and engagement, driving attendance and viewership, and broadening the sport’s appeal through diverse influencer representation.
The selection of influencers was guided by a data-driven approach, prioritizing individuals with engaged, sports-adjacent audiences rather than just high follower counts. ABR and Branch & Bramble also focused on including more women in the program, as horse racing—and the sports industry as a whole—is typically dominated by men.
Content strategy was designed to be highly engaging, featuring behind-the-scenes access to racehorse ownership, personal storytelling, and live event experiences. Influencers shared their journey in real time, making their audiences feel invested in the sport’s excitement.
Media development included a mix of organic social media content, long-form storytelling, and interactive elements such as live Q&A sessions and race-day takeovers. The campaign was scheduled around key racing events to maximize visibility, ensuring that influencer narratives aligned with major industry moments.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 163 words used.
In 2023, A Stake in Stardom expanded its influencer roster to seven partners, three ownership groups, 12 horses, and a racetrack partnership. This strategic growth led to a reach of 133.6 million, 2.8 million video views, and 538,522 engagements.
Building upon this foundation, 2024 marked a significant leap. The program collaborated with both returning influencers, such as NFL Insider Ian Rapoport and TV host Lindsay Czarniak, and newcomers like comedian Heather McMahan and actor/entrepreneur Griffin Johnson. These partnerships produced:
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15.5 million video views, a 453% increase from 2023’s 2.8 million.
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888,000 social post engagements, a 64.75% rise from 2023’s 538,522 engagements.
These achievements were accomplished with a consistent annual budget of $125,000, underscoring the campaign's cost-effectiveness.
Beyond digital metrics, A Stake in Stardom contributed to a 15% increase in track attendance, a 25% rise in online viewership, and a 2,400% boost in TV coverage, further solidifying its transformative impact on Thoroughbred racing marketing.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 217 words used.
We have linked to the top-performing posts from influencers Griffin Johnson and Heather McMahan to highlight the high engagement and excitement generated by the campaign. Griffin’s top-performing TikTok post showcases his experience as a racehorse owner, while Heather’s viral Instagram post highlights her personal take on horse racing and ownership. IndyCar driver Alex Rossi’s introduction to horse racing helped kick off his journey as a participant in A Stake in Stardom, further engaging new audiences. A full look at all participating influencers can be seen in the Sizzle Reel.
Additionally, Griffin Johnson’s visit to Churchill Downs provided an inside look at the historic racetrack and his growing connection to the sport.
Several industry publications validate the program’s impact. The Paulick Report details how A Stake in Stardom influencers experienced the 2023 Kentucky Derby as minority owners, reinforcing its unique engagement approach. The 2024 Horse Racing Facts Report highlights the 2,400% increase in TV coverage, showcasing the program’s role in modernizing the sport’s audience reach. America’s Best Racing provides an overview of the program expansion, while BloodHorse documents A Stake in Stardom’s Gold Stevie Award win. The 2024 Press Release details key milestones.
These materials represent a small sampling of the extensive content created, demonstrating A Stake in Stardom’s effectiveness in bringing new audiences to Thoroughbred racing.
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