July 22, 2025
On April 16, students in Midway University’s Special Topics in Marketing (MCO-425) course traded the classroom for the historic grounds of Keeneland Race Track, where they got a front-row look at what it takes to market one of the most iconic names in horse racing.
Led by Professor Allie Hembree Martin, four students spent the day touring Keeneland’s facilities, engaging directly with the track’s marketing and communication teams, and experiencing a race from the exclusive vantage point of the Winner’s Circle. But this trip was more than just a behind-the-scenes tour—it was the culmination of a semester-long partnership that brought real-world marketing challenges into the classroom.
Earlier in the semester, students had a virtual meeting with Keeneland’s Digital Marketing Manager to learn about the unique challenges of promoting the 2025 Spring Meet. From there, every class assignment—from digital ad campaigns to podcast creation—was built around solving real marketing needs for the brand. The on-site visit was a chance to deepen their understanding, gather content, and apply classroom strategies to the fast-paced world of sports marketing.
“The trip to Keeneland was very informative and gave me a glimpse into how my future career in marketing could look like,” said sophomore Kaylen Gallenstein. “It was interesting to see the behind-the-scenes work of campaigns and to realize how much planning, thought, and dedication go into the marketing process.”
The Keeneland team gave students a rare look into the scale and complexity of their day-to-day operations. Students learned how sometimes a well-planned out campaign must pivot quickly—especially in cases like this year’s delayed opening weekend due to flooding—and how the team manages a high volume of marketing content and media relations efforts. One thing that impressed both the students and Professor Martin was the sheer number of audiences Keeneland must reach and the strategy behind tailoring messaging for each.
Keeneland staff also encouraged students to pursue internships and shared inspiring stories of former interns whose roles grew into long-term career paths. Many of the visiting students had already applied for Keeneland’s internship opportunities and used the visit to ask questions and build connections with professionals in the field.
“I chose Keeneland for this experience not only because of the strong professional relationships I’ve built there, but because the equine industry is such an important part of our students’ interests and career aspirations,” said Professor Martin. “I wanted them to see firsthand what it means to work in marketing at a world-class organization—where innovation, strategy, and tradition intersect. Opportunities like this are everywhere, but it’s curiosity, initiative, and the willingness to build relationships that turn those opportunities into meaningful careers.”
Students captured video, audio, and interviews throughout the visit to use in final projects, including digital advertisements, social media videos, and podcast episodes. The result? A portfolio-ready experience that brought theory to life—and may have opened doors to future careers.
Photo L to R: Benjamin Goodlock, Maddison Williams, Kaylen Gallenstein, Chelsea Johnson, and Allie Hembree Martin