National Thoroughbred Racing Association
The National Thoroughbred Racing Association, the marketing and governing body of thoroughbred racing faced difficult challenges adapting to a new era in sports. With an aging fan base and a series of high profile controversies involving safety and drug use confronting the sport, the CEO and senior leadership of the industry realized that in order to move the sport forward, it had to open up and embrace fans, technology, and bring in ideas from the outside to help grow a shrinking sport. SocialSphere worked with the NTRA to create an all encompassing online strategy that used social media to better communicate to fans, as well as worked with the CEO to open direct channels of communication to fans.
The NTRA has gone from having a very minimal online presence to embracing and using social media in all aspects of the organization’s efforts. In 2008, the LAist named thoroughbred racing “The most blogger friendly sport in America.”
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