The Santa Anita racetrack transformed into a lively scene reminiscent of an upscale Hollywood gathering last Saturday, attracting a new wave of younger, trend-conscious fans to experience the thrill of horse racing. The event, part of The California Crown, featured a gripping photo finish in the $1 million stakes race, yet for many attendees, it was as much about the vibrant social atmosphere as the races themselves.
SGG Media, a leading sports social media marketing agency, was tapped as an advertising partner to spread the word about this high-energy L.A. event. Leveraging their extensive influencer network, SGG Media arranged for private boxes and VIP seating for six prominent L.A.-based influencers, with a collective following of over 10 million. The result was a social media campaign that generated one million impressions, driving significant interest and engagement from a younger audience.
Led by CEO Troy Paul, SGG Media’s targeted approach demonstrates a keen understanding of how to appeal to younger sports fans. With a network of 2,500 sports micro-influencers reaching 75 million followers, SGG Media has consistently shown success in promoting top-tier sporting events. For Paul, this initiative at Santa Anita builds on a lifelong affinity for the racetrack, having been a frequent visitor to major events like the Derby and the Belmont since childhood.
Troy Paul, Chief Executive Officer at SGG Media, said: “Santa Anita threw one great race day party, bringing guests food from L.A.’s trendiest restaurants such as Funke and Wally’s while also giving them the chance to dance to first-class entertainment from star artists including Shaboozey.
“From SGG’s perspective, we’re thrilled to bring younger fans to events like this by showing them the excitement and beauty of horse races in stunning venues like Santa Anita, so we’re happy with the buzz we could create around what was a stunning party and an exciting day at the races.”
Peter Rotondo, Senior Vice President at 1/ST Racing, said: “California Crown was a huge success that featured top quality stakes horses, drew over 21,000 fans and generated total national wagering of nearly $24 million dollars.”
