Articles, News & Resources
How to Launch a New Brand
Generous advance time, comprehensive branding and a hint of mystery are important ingredients for ensuring a terrific launch day. A new brand has got to make a splash in the market if it’s going to be successful. You’ve got to stand out in a crowd that’s over...
Derby Week Jockeys Must Arrive in Ky Aug. 31
After originally floating plans that would have required any jockey intending to ride during the Sept. 1 through 5 meet that includes the GI Kentucky Derby to arrive in Kentucky by Aug. 24, Churchill Downs is now requiring that all jockeys be in the state by Aug. 31....
Virtual is the new Reality
Today's digital consumer wants the perfect balance between convenience and tangibility. They want to reach out and touch something with minimal effort. At large, today's consumer is idle, yet they take the form of tech pioneers. They want to be entertained and...
Jockeys Know the ‘Pick Yourself Up’ Mantra Well
Diane Crump, who in 1970 became the first woman to ride in the Kentucky Derby, has proved resilient in her career. This article is part of a series on resilience in troubled times — what we can learn about it from history and personal experiences. There is an adage...
Sports are returning and their COVID-19 testing is top notch
Fast, safe and painless COVID-19 testing for companies, sports, culture and private individuals LEAD Horizon is a Viennese start-up that has developed a turnkey solution for drive-in stations for mass testing of the coronavirus for companies of every size. Easy &...
Horse racing helping jockeys tackle mental health issues
The pressures on professional riders are well-documented and in the wake of Liam Treadwell’s death the sport plans to do even more to offer support to those affected “I absolutely hated racing that season,” says Harry Teal, reflecting on the time, just a couple of...
Kentucky consortium, led by The Kentucky Thoroughbred Association, gives Kentucky the tools to become a national leader in Equine Welfare and Anti-Doping
The group has worked to bring Equine MediRecord, a global leader in equine welfare and anti-doping technology, to Kentucky Thursday 24th June In light of the events widely reported in recent weeks, it is welcome news that Kentucky stakeholders have moved swiftly to...
Athlete Branding And Marketing: Your first Step to Success
For new and emerging athletes, building a strong personal brand is the first step to creating a long, successful career. Your personal brand is one of your most powerful tools for accessing your targeted market. It determines how your fans, sponsors, and the...
How performance marketing can drive revenue generation
Beyond the human toll, this coronavirus crisis will have dramatic economic consequences in sport as in everything else. So much is beyond our control, but that does not mean that we are powerless. If we take a look outside of sport and into the wider world, it can...
Willie Simms winner of all Triple Crown horse races
May 6, 1896: Augusta native jockeys horse to Kentucky Derby win Willie Simms (January 16, 1870 – February 26, 1927) was an American National Champion jockey in Thoroughbred racing and a U.S. Racing Hall of Fame inductee who won five of the races that would become...
Marketing of Online Sports Betting
Marketing strategies are essential in a market environment such as online sports betting wherein product differentiation is minimal and price inelasticity robust. Business insiders widely accept that product innovation is instantly replicated across competitors, which...
Branding in Sports
Sport has been and continues to be a fun way for the masses and a long tradition since the ancient Greek and Roman times. People have always used sport to escape from their everyday problems. Emotions are the ones that lead sports fans to continue to support their...
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