An Instagram Reel from Topgolf showcasing their branded ice cream truck in Augusta during the Masters

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Business is booming at Topgolf: The company antigua and barbuda b2b leads reported annual revenue of $1.7 billion in 2023. Their business model serves the needs of their customers and they know how to stay top-of-mind on social during high visibility golf events.

The play: Being a part of major events—on social or in-person—doesn’t require a budget-breaking sponsorship. You can find a way to get in on the action, even if your brand is only adjacent to the event. As Topgolf demonstrated, cultural relevance can come from understanding audience behavior, and predicting what they need before they even say it.

The horses work hard, and so does the Kentucky Derby social team. In the lead up to this year’s event, it was off to the races. The team posted videos introducing this year’s equine contenders, explaining the history of the event and celebrating past fashion moments—all in a way that felt social-first.


On race day, the team churned out content from the event across channels. On May 4, 2024 they published over 50 TikTok posts that accumulated 51 million views, including interviews from the red carpet, updates from the infield and the pivotal moment when Mystik Dan crossed the finish line.

Though the Kentucky Derby is already one of the most famous days in sports, the behind-the-scenes and boots-on-the-ground content drummed up palpable excitement that made this year’s 150th race more exciting (and earned the social team lots of well-deserved kudos).

A TikTok from the Kentucky Derby where they tiny mic attendees asking for their race day essentials