From Press to Party: Making Preakness a Must-Attend for Media, Celebs, and Fans Alike
The Challenge
Our Strategy
Attracting a New Fanbase to a Legendary Sport
From Press to Party: Making Preakness a Must-Attend for Media, Celebs, and Fans Alike
For nearly a decade, The Brand Guild has led comprehensive PR efforts for The Preakness Stakes and its owner, transforming the event’s public perception and bringing a new generation of fans to the historic race. Our work has positioned Preakness as a must-attend event.
We have orchestrated media and influencer trips, secured national and regional features, and amplified the excitement around InfieldFest—a 20,000+ person music festival that takes place amid the race.
Beyond media relations, we have managed VIP experiences at the Owner’s Chalet, facilitated A-list talent and athlete engagement, and built a robust press presence around ancillary events, including the celebrated Black-Eyed Susan Day. By consistently delivering widespread media exposure, curating high-profile moments, and driving buzz year after year, we have helped cement Preakness as one of the premier cultural and sporting events in the country.
