Straight Up – The era of the influencer

In this edition:

• Socially acceptable – the online platforms driving the thoroughbred industry
• ‘$800 million uplift’ – Planning Committee recommends Sandown be rezoned for housing
• 2024 in reflection – ‘The one constant in their life’ – The unbreakable bond between horse and strapper
• 2024 in reflection – Companion or competitor? The uneasy relationship between sports betting and racing

In an ultra-competitive entertainment landscape, thoroughbred racing is in a constant battle to market itself and stay relevant.

The way entertainment and lifestyle brands, essentially how racing is seen in the broader community, have been marketed has been tipped on its head in the past decade as social media has become the major driver of ‘attention acquisition’.

In the early days of social media, it was up to racing clubs, administrators and betting companies to pitch the marketing message at its audience. But, as the medium has evolved, a far more effective model has emerged: influencer culture.

Incentivised to use their social media acumen and audience to blur the lines between content and advertising, millions of influencers have emerged, shaking up industries from beauty to energy drinks, to wellness, coffee, fashion and tech.

This ‘user-driven’ marketing has become de rigueur for a generation which have grown up with digital devices in their hands, but it has also extended right through the age demographics.

So how does the thoroughbred industry keep pace with that?

Benny Scarf’s social media bio says he conquered a $1 billion industry in four weeks. The millennial punter turned social media sensation is prone to some over exaggeration, but throughout 2024 he emerged as an unstoppable force.

He has commercialised a brash, cocky, occasionally unhinged punting identity which people either love or hate but based on his follower count and engagement, he can’t miss.

Warwick Barr has dug into the numbers behind Scarf and other key racing influencers to look at how social media has changed the way the thoroughbred industry reaches its audience.

He also spoke to leading trainer Bjorn Baker about how social media has become an essential part of his business, literally by accident.

On Christmas Eve, a Victorian government planning committee put out a key report recommending the rezoning of Sandown racecourse in south-east Melbourne.

A few months ago, this would have sounded a death knell for Sandown, but the Melbourne Racing Club’s view of the track’s future has changed dramatically since chairman John Kanga’s ascent to power.

Kanga has taken the approach that housing development and racing on the site can co-exist. In the words of the kid from the taco ad: “por qué no los dos?” – Why not both?

Between Christmas and New Year, we are running a series of what we feel were our most important and well-received stories of 2024.

In the wake of Black Caviar’s death in August, Matt Stewart highlighted the eternal relationship between champion horses in their strappers, chatting to Donna Fisher about her connection with the unbeaten superstar.

The evolving wagering landscape was something we covered extensively on The Straight this year. As sports betting takes a greater share of the wagering pie, we looked at the complex relationship between it and betting on racing.

With 2025 approaching, we have gazed into the crystal ball to see what we believe the biggest stories will be in racing, wagering and breeding next year.

Predictions for 2025:

• What will be the five biggest wagering stories of 2025?
• What will be the five biggest racing industry stories of 2025?
• What will be the five biggest breeding and bloodstock stories of 2025?

The Straight is still busy covering all the biggest news impacting the Australian thoroughbred industry over the holiday period. Straight Up will arrive in your inbox on Tuesdays and Fridays over this period.

To our wonderful members, all 6000 of you who have signed up to date, thank you for your support through 2024. We look forward to continuing to provide you with the most important stories impacting the thoroughbred industry throughout 2025.

Regards

Bren O’Brien

Managing Editor and Founder

The Straight