Netflix’s upcoming docuseries, Race for the Crown, premiering April 22, 2025, is poised to reshape how audiences—and advertisers—engage with horse racing. Produced by the creators of Formula 1: Drive to Survive, this series blends elite competition, legacy, and luxury in a way that could spark a cultural moment and dramatically grow interest in the sport.
Impact on Netflix
Prediction: Race for the Crown will land in Netflix’s Top 5 most-watched shows globally upon release and be renewed for multiple seasons.
- Netflix has a proven track record of turning niche sports into global sensations (Drive to Survive, Break Point, Full Swing).
- With binge-able storytelling and elite access to Triple Crown drama, Race for the Crown is positioned for mass appeal—both in the United States and globally.
Impact on Horse Racing
Prediction: Horse racing viewership will increase significantly across Triple Crown and qualifying races.
- Interest is already surging; the 2024 Kentucky Derby drew 16.7M viewers—its highest since 1989 and up 13% YoY.
- The behind-the-scenes storytelling will bring fans into the full season of racing, not just the marquee events.
- Expect higher engagement across Belmont, Preakness, and Derby lead-up races.
Impact on Fanbase
Prediction: Horse racing’s fanbase will grow by at least 15% over the next 12 months.
- Drive to Survive doubled Formula 1’s viewership in the United States and grew the fanbase to 26 million in three years.
- We anticipate a similar impact—a younger, more diverse audience discovering the sport through Netflix, drawn by character-driven narratives and access.
- Betting has always been a core part of horse racing, and as it becomes more accessible, both awareness and viewership are expected to rise, especially with the boost from this program.
Impact on Social Media
Prediction: Race for the Crown will spark major increases in horse racing content across TikTok, Instagram, and YouTube.
- Expect creator and fan-driven content featuring fashion, luxury travel, horses, and behind-the-scenes drama.
- Athletes featured in Break Point and Full Swing saw social followings surge post-release—jockeys and owners could see the same.
- Anticipate trending audio, meme cycles, and fashion and luxury influencers entering the racing discourse.
Cultural Obsession with Wealth: Another Layer of Appeal
Prediction: The show will attract viewers beyond sports fans by tapping into the current obsession with ultra-wealthy lifestyles.
- Race for the Crown will appeal to fans of Selling Sunset, Succession, Real Housewives, and Drive to Survive—all shows that center on high-stakes decisions and high-end lifestyles.
- From custom hats to generational wealth, private jet drama to elite rivalry, this is “rich people TV” with a new twist.
- The Kentucky Derby specifically is a prestigious event that attracts celebrities and elites from around the world, showcasing a lifestyle of wealth and luxury offering insights into how the affluent live and engage with the sport.
- Viewers will tune in not just for the races, but to gawk at luxury, competition, and legacy at its most unfiltered.
Animal Welfare and Environmental Backlash
Prediction: With increased attention will come criticism—especially around animal rights and environmental impact.
- Expect scrutiny over the treatment of racehorses, use of private planes for transport, and the vast financial resources involved in the sport.
- Similar to how Seaspiracy and Blackfish drove backlash in their industries, Race for the Crown could spark activist movements, increased attention on the welfare of the horses, and sponsor pressure for those tied to the content.
- Know Your Audience: Brands should evaluate this moment through the lens of their audience and brand safety standards. If your target audience includes sports enthusiasts, tradition seekers, or luxury lifestyle fans, this is likely a strong contextual fit. However, if your brand resonates with environmentally conscious consumers, animal welfare advocates, or communities sensitive to elite excess, it may warrant a more cautious approach.
Brand Recommendations
- Engage Early: Explore media partnerships and creative sponsorship opportunities tied to the Triple Crown or broader horse racing content.
- Leverage Programmatic: Connect with the Butler/Till team to identify authentic placement opportunities and contextually relevant inventory (sports, luxury, entertainment, and more).
- Monitor Sentiment: Be ready for both excitement and criticism. Stay close to brand safety concerns and align messaging accordingly.
Final Thought
Race for the Crown could be to horse racing what Drive to Survive was to Formula 1— a cultural and commercial unlock for a century-old sport. With millions of eyeballs, social chatter, and the intrigue of elite drama, it presents a timely opportunity for brands.
What It Means for Butler/Till
Many of our brands have shown a growing interest in live events, including news, sports, and award shows. This presents a unique opportunity for our clients to capitalize on a sporting event that has traditionally had lower viewership. By doing so, they can gain increased visibility at a lower cost of entry compared to other major sporting events. This could be highly beneficial for them as they seek affordable, high-viewership opportunities.
Contributors: Andrew McClelland, Kelly Kilpatrick, Michelle Roe
