There are few sports that have passed the test of time more successfully than horse racing, with the sport constantly able to adapt and change to bring in fresh eyes to the product.
Of course, betting has a major impact on racing, with the biggest events on the calendar gaining the attention of those who wouldn’t typically place a wager.
Events such as Royal Ascot and the Kentucky Derby engage millions across the planet, with many newcomers examining the twinspires.com/edge/racing/wagering/best-bets/.
But, what role does the media have in the success enjoyed by racing, and which celebrities are long-time advocates for all things equine?
TV Ratings Continue to Rise
Racing’s popularity is showing no signs of slowing down based on the stats recorded from the Kentucky Derby in 2025. It was reported by Variety that a record 21.8 million viewers tuned in to watch the opening race of the Triple Crown in the U.S.
That figure was accumulated based on viewers from NBC and Peacock, and made the 2025 edition of the race the most-watched since 1989. The stats also indicate that racing is able to compete against some of the most popular sports in North America, as the Derby was the match-watched Saturday program since the NFL Wild Card Playoffs in January of the same year.
Staggeringly, the reports indicate that the viewership for the race in 2025 was up 34% from the previous year, and tripled the number of people that tuned in for the race in 2023.
Is Media Reporting Always Positive?
The media has a love-hate relationship with horse racing. For as much as it plays up the importance of the action on the track, it is also quick to throw the sport under the bus when there are negative stories to tell.
That is often reflected in the United Kingdom, with major outlets leaping on the attendance figures dropping at the Cheltenham Festival in 2025. The event is the most popular across the UK and Ireland, but the BBC was quick to highlight that the event amassed its smallest crowd since 1993, rather than focusing on the drama on the track.
Instead, the mood of those in attendance was one of a contrasting emotion, as Wednesday at the Festival was one of the most heartwarming days of the week. Instead of negative headlines, the news stories surrounding day two of the Festival should have revolved around Marine Nationale’s sensational success in the Champion Chase, which came just months after Michael O’Sullivan’s tragic passing.
Media Can Sway Opinions
Nowadays, everybody has their own trusted source to find out information, meaning that some media outlets hold extreme powers in terms of swaying the opinions of readers.
Negative headlines about the sport can impact the attendance and viewership figures, which could also have damaging impacts on the long-term job prospects of the millions who work within the sport. The media is also quick to report negative news surrounding the passing of horses on the track, without giving those with expert voices within the sport a platform to respond.
Therefore, many racing fans often tend to steer clear of media outlets that only want to spread negative news about the sport.
Celebrity Culture is Huge in Racing
One of the most important factors that has played a pivotal role in the long-term success of racing is the celebrity culture that is found. Many A-Listers tend to enjoy a day at the track, which leads to their avid followers gaining an interest in the sport.
Celebrity culture within racing is nothing new, with American roots at tracks such as Del Mar having Hollywood fingerprints all over it thanks to the important roles played by Bing Crosby.
British racing has also enjoyed a healthy relationship with celebrities, but perhaps none have been as powerful for the sport as that of Queen Elizabeth’s love for the game. The late Queen owned and bred horses that competed on the track and was a regular visitor to Royal Ascot.
Fortunately for the sport, that tradition has been passed on, with King Charles, Camilla, and Prince William all attending a handful of days at Royal Ascot in 2025.
Cross Over in Sports
Horse racing has the uncanny ability to attract sports stars from all corners of the globe to the racecourse. That is typically seen to great effect at the Kentucky Derby, with stars from the worlds of the NBA, NFL, and NHL regularly in attendance.
The cross overs continued in 2025, as Olympic legend Simone Biles gave the ‘Riders Up’ call for the Kentucky Derby. In Britain, there is also a big association between other sports and racing, with soccer players typically turning their hand to ownership.
Legendary Premier League stars such as Michael Owen and Sir Alex Ferguson have both experienced huge success across the planet with horses that they have owned.
