The 151st Kentucky Derby achieved its highest viewership in nearly 40 years, averaging 17.7 million viewers, according to NBC. This surge in interest was bolstered by record streaming numbers on Peacock and the involvement of social media influencer Griffin Johnson, who owned a horse named Sandman. Johnson, with 9.7 million TikTok followers, shared his journey in horse racing, significantly engaging a younger audience.

America’s Best Racing, an organization focused on expanding the sport’s appeal, partnered with Johnson through its Stake in Stardom program, which gives influencers a minority stake in racehorses. This initiative aims to attract Generation Z fans, and Johnson’s social media presence reportedly drove hundreds of thousands of viewers to the Derby. His content provided a relatable glimpse into the world of horse racing, making it more accessible and inviting.

Industry experts, including former Kentucky State Senator Damon Thayer, noted the positive impact of influencers like Johnson in drawing younger audiences to horse racing. As a result, the Derby not only celebrated its rich traditions but also inspired a new generation of fans, with Johnson expressing gratitude for their support and enthusiasm for the sport. Sandman is set to compete in the upcoming Preakness Stakes, continuing the excitement surrounding this year’s Derby.