Horse racing, a sport long challenged by an aging fan base and limited youth engagement, is embracing a new strategy to attract younger audiences, particularly through social media influencers. At the Kentucky Derby this weekend, one such figure, Griffin Johnson, a social-media personality with over 12 million followers on TikTok and Instagram, is playing a prominent role in this effort to modernize the sport.

The Jockey Club, a key thoroughbred registry and industry organization, enlisted consultants from McKinsey in 2018 to explore ways to broaden horse racing’s appeal. McKinsey’s report emphasized the untapped potential of influencers to increase visibility and engagement. Johnson exemplifies this approach by integrating content creation with an increasing involvement in racehorse ownership.

Unlike typical influencers who receive direct payment for sponsored posts—Johnson usually charges between $20,000 and $25,000—he has opted to accept equity stakes in thoroughbreds as compensation, betting on future victories to generate earnings. Over the past two years, he has become a minority owner of several horses, including Sandman, a $1.2 million thoroughbred that competed in the previous year’s Derby.

Johnson, 27, originally from West Palm Beach, Florida, has actively promoted the social and business opportunities at racetracks to his predominantly female audience aged 18 to 30. Describing horse racing scenes as valuable networking spaces bridging diverse circles—from casual gamblers to billionaire owners—he markets the sport as a gateway to broader business connections. His social media accounts feature footage of his experiences placing significant bets, attending races in the owner’s box, and engaging with the racing community.

The emergence of legalized sports betting in the U.S. created a unique opportunity for horse racing to attract new fans, according to the 2018 McKinsey report. However, that same report revealed that public perception of the sport had declined, especially among younger potential fans. In 2018, just 22% of the public viewed horse racing positively, and only 61% of fans under 35 had a favorable experience at tracks, compared to 83% across all age groups in 2011. Animal welfare concerns remained a significant issue.

Rachel Miller, senior brand marketing manager at America’s Best Racing—a division focused on developing new fan bases—notes that the McKinsey analysis highlighted a pressing challenge: the lack of younger participants in horse racing.

Johnson’s personal journey reflects broader trends in influencer marketing and investment. He began posting lip-sync videos on TikTok in 2019 before relocating to Los Angeles in 2020 to collaborate with other creators. In 2021, he co-founded a venture capital fund and later started posting horse racing content for equity stakes offered by America's Best Racing.

While Johnson planned to feature Silent Tactic, a horse affiliated with trainer Mark Casse, at this year’s Derby, the horse was withdrawn days before the race due to a foot injury. Johnson emphasized that horse welfare always takes precedence over racing or promotional opportunities.

Johnson’s involvement is part of a growing tide of celebrity engagement in horse racing. Athletes like Kansas City Chiefs player Travis Kelce and musicians including Lil Wayne, Rauw Alejandro, and Lil Yachty have invested in racehorses or related ventures. One syndicate involving several musicians recently launched an app allowing fans to co-own horses.

Recognizing Johnson’s unique intersection of finance and entertainment, Keeneland, a Kentucky racetrack and auction house, invited him to cover its 2025 Championship Sale, where shares in leading horses have fetched multimillion-dollar prices.

Through these evolving partnerships and promotional efforts, horse racing’s traditional image is being reshaped, leveraging social media reach and modern investment models to engage a new generation of fans.