And, when a track does really well, like Churchill's handle was this weekend, it does spin off.
This is, when we think of it logically, the way things are supposed to happen. It's all good.Non-CD handle did pretty good too yesterday. All non-CD handle up 10.7% ($59.6M vs $53.8M last year), per race up 11.8% on 20 more races too— o_crunk (@o_crunk) May 7, 2017
Further to the core numbers, as written last week, the Derby brand creates buzz, and this buzz spins off in other ways:
That's wonderful, right? Sure it is.
Check out the same phenomenon with the Super Bowl and searches for "NFL apparel" during the big game (2014 stats, but it's the same every year):
That's great. This
The NFL market differs from racing from here on out, though.
The NFL searcher goes directly to NFL.com. He or she puts in a simple credit card, goes to checkout, and gets a shirt in a week.
It's a little more than that, because the newly interested person is captured. He or she is signing up to a very good website in the process, with all kinds of information on the NFL, including fantasy sports, live video, highlights, information on teams, players (historical and today's) and just about every statistic imaginable.
Meanwhile, searchers for horse racing - new fans too - probably visit Twinspires or TVG and see an encompassing process. They don't see free video, or statistics, or anything else of true value. All they see is a company trying to hook them into something.
Maybe they land on equibase and wonder why they have to go through a process to see how many times Always Dreaming raced this season. Maybe they click on a few links and wonder why that link drove them to a paywall.
For those who search how to be a horse owner, well good luck learning anything.
If a game is leaning on big days, that's fine. But the business has to be streamlined to take advantage of big days. If not, the sport, or business is not acting in optimal fashion.
Racing has not taken advantage of a willing audience on their biggest and brightest days, while others have worked very hard - and work hard each day - to do exactly that. It's an issue that, if addressed, can help horse racing do more with their big events.
Have a nice Thursday everyone.