At Pimlico Race Course, the excitement builds each May as top trainers and horses prepare for the Preakness Stakes. Among them is Sandman, an Arkansas Derby winner, who has gained immense popularity thanks to Griffin Johnson, a social media influencer with over 14 million followers. Johnson’s engaging content has not only showcased Sandman’s journey but has also drawn a younger audience to horse racing, significantly boosting engagement and viewership for events like the Kentucky Derby.

Johnson, who entered the Thoroughbred industry as a 2.5% stakeholder in Sandman, has leveraged his social media presence to promote the sport. His authentic approach and passion for racing have resonated with fans, leading to record-breaking wagering and viewership numbers. He emphasizes the importance of adapting marketing strategies to attract new fans while maintaining the sport’s integrity.

Looking ahead, Johnson is committed to a long-term career in horse racing, aspiring to deepen his involvement and promote Thoroughbred aftercare. His journey reflects a blend of passion and marketing savvy, demonstrating how social media can revitalize interest in the sport and connect with a broader audience.