Horse racing is typically seen as a wagering occasion as opposed to a sporting occasion.

Wanting to change this perception and attract a younger crowd of male sports enthusiasts, Woodbine Entertainment Group worked with Toronto-based agency Vizeum to create editorial content about horse racing for the first time on Sportsnet.ca.

Ads that talk about the thrill of horse racing and include a Woodbine brandsell have been placed on TV on Sportsnet Connected, Sportsnet magazine and the Fan 590 radio station, Sunith Lobo, VP, integrated business leader, Vizeum tells MiC.

Lobo adds that Sportsnet was chosen to house the editorial content, as well as a “Fantasy Challenge” where visitors can choose their favourite jockey and horse to win points, because of its younger, sports-focused audience (particularly under the age of 35). The entertainment company hopes that the site will also be engaging for its core audience of horse racing enthusiasts, he says.

The “Fantasy Challenge” will run until June 24, with the online vertical running until the end of the season in December.