21st Century Makes Mark on Horse Racing
When you think horsepower, you probably picture tractors instead of thoroughbreds. But this fall, 21st Century Equipment brought its brand to the racetrack in a creative way that connected agriculture and community. It’s a prime example of how 21st Century made its mark on horse racing.
How It Started
For Service Coordinator Kerstin Rushton, horse racing isn’t just a hobby; it’s a family tradition.
“Our whole family has been involved in horse racing for a long time,” Kerstin shared. “My brother-in-law is the Executive Director of Operations/Racing at Bally’s Arapahoe Park.”
Scott Pruett, Customer Service Representative at the Strasburg store, decided to sponsor a feature race at Bally’s Arapahoe Park.
“In my mind, it was a fairly simple deal,” Scott said. “We sponsored a blanket race—a horse blanket cooler embroidered with 21st Century Equipment—and it went to the winner of that race.”
The Big Day
The sponsorship made a significant mark on horse racing that day.
“I was sitting there watching the races and suddenly heard ‘21st Century Equipment feature’ announced over the intercom,” Kerstin said. “Friends and family were coming up saying, ‘Hey, 21st Century!’ It was really neat.”
The winner’s circle photo featured the branded blanket. Social media buzz followed, with photos shared on local pages.
“We got a lot of attention,” Kerstin said. “It was the highest attendance day they’d had in two years.”
More Than Marketing
The sponsorship wasn’t just about brand exposure. Employees strengthened a customer relationship, showing how 21st Century can indeed make its mark on horse racing.
“They’ve become a good customer of ours,” Scott said of Bally’s Arapahoe Park. “This was a great way to support them and meet the public.”
