Guests posed with Churchill Charlie, the Churchill Downs mascot.Photo: Jeff Schear/Getty Images for Churchill Downs
The victory was watched by a crowd of 157,000 spectators, including notable attendees, celebrities, athletes, and influencers, including Alix Earle, Travis Kelce, Lisa Leslie, Jack Harlow, Smokey Robinson, and Emmitt Smith.
Just ahead of the race, Kentucky native Wynonna Judd sang the national anthem, followed by Martha Stewart’s “Riders Up” command.
This year’s derby was also a record-breaking event on the betting front. Wagers on the race set a new record of $210.7 million, beating the previous record of $188.7 million set in 2023.
The biggest bet to pay off was the $200 million transformation of Churchill Downs, which included new balconies and suites, and a reimagined paddock. The major investment added thousands of premium seats to the paddock area, expanding the area from 5,000 square feet to over 12,000 square feet to accommodate twice as many guests.
The paddock is now 7 feet below sea level, explained Churchill Downs Racetrack's vice president of marketing and partnerships, Casey Ramage. “The reason for that is now it gives more standing room options for guests to get closer, so more people can actually get closer to the horses to create that new premium experience.”
Plus, there are new interior viewing experiences—the Woodford Reserve Paddock Club and Sports Illustrated’s Club SI.
From both spaces, fans enjoy views of the jockeys’ path and the horses in their relocated saddling stalls. Design elements include custom paneled ceilings; exposed historical elements like brickwork, steel structures, and decorative masonry; custom millwork; and brass elements.
“The customer has a lot of choices when it comes to how they choose to spend their entertainment time. We take that very seriously. We listen to them and we think about how every year we can continue to surprise and delight,” Ramage said.
2024 also marked an evolution in the event’s partnership strategy, with the introduction of some new faces like Alex Cooper’s The Unwell Network.
“One of the things that we're so proud of is that the Derby is truly unlike any other major event because we are at a crossroads of entertainment, sports, and fashion on a global scale,” Ramage said. “It's really fun for our brands to lean in and come up with their own traditions or own activations, and also nod back to our brand and our history.”
As for the partnership with The Unwell Network, which boasts a strong female fan base, Ramage explained that it fits because “one of the things that makes the Derby so special and unique is that we have more women who watch and attend the Derby than any other major sports and entertainment event.”
Keep scrolling to see more from the 2024 Kentucky Derby and the brand activations and parties surrounding the historic event...
![This year marked the 150th running of the Kentucky Derby.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/2151019558.663929a3e8b7d.png?auto=format%2Ccompress&q=70&w=400)
![Wagers on the race set a new record of $210.7 million, beating the previous record of $188.7 million set in 2023.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/2151017815.66392ae3e2144.png?auto=format%2Ccompress&q=70&w=400)
![The $200 million transformation of Churchill Downs includes new balconies and suites, and a reimagined paddock.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/2151019592.66392995521fd.png?auto=format%2Ccompress&q=70&w=400)
![The newly renovated paddock is flanked by the Woodford Reserve Paddock Club on one side and Club SI on the other.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/2151019948.66392c3af080c.png?auto=format%2Ccompress&q=70&w=400)
![The new premium experiences feature design elements that nod to the venue's heritage including custom paneled ceilings; exposed historical elements like brickwork, steel structures, and decorative masonry; custom millwork; and brass elements.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/2151019697.66392bdf2ad72.png?auto=format%2Ccompress&q=70&w=400)
![Sports Illustrated has hosted versions of the Club SI concept as temporary pop-up spaces at events like F1, but this is the brand’s first permanent space. As part of the SI Resorts vertical, Club SI features Sports Illustrated editorial features and historic images, with views into the back of the paddock stalls and access to view each race rail side.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/441510477_1632420674186808_2467509997384066801_n.663a5eb687a60.png?auto=format%2Ccompress&q=70&w=400)
![Guests posed with Churchill Charlie, the Churchill Downs mascot.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/2151019671.66392c67d2dbe.png?auto=format%2Ccompress&q=70&w=400)
![A crowd of 157,000 spectators was in attendance.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/2151019578.66392a99d9283.png?auto=format%2Ccompress&q=70&w=400)
![Cactus Moser and Wynonna Judd performed the national anthem.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/2151018114.6639294596944.png?auto=format%2Ccompress&q=70&w=400)
![The U.S. Army Golden Knights skydiving specialists parachuted into Churchill Downs prior to Judd’s performance of the national anthem. In addition, the U.S. Army hosted a 360-degree interactive photo booth in the infield.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/2151017908.6639293c3da7e.png?auto=format%2Ccompress&q=70&w=400)
![Mint julep cocktails were served in commemorative glasses.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/2151019990.6639295e3c901.png?auto=format%2Ccompress&q=70&w=400)
![Mystik Dan and jockey Brian Hernandez Jr. won this year's Run for the Roses.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/2151019619.66392b6e1e0c6.png?auto=format%2Ccompress&q=70&w=400)
![Woodford Reserve](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/2151019543.66392c8aac40c.png?auto=format%2Ccompress&q=70&w=400)
![Longines](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/9E8A5174.663a4f6886f26.png?auto=format%2Ccompress&q=70&w=400)
![The Unwell Network](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/441033353_7475036635916630_8418208373531872147_n.663a5ba1851be.png?auto=format%2Ccompress&q=70&w=400)
![Additional infield activations by The Unwell Network included a floral photo moment.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/441442673_483274670703436_6890801851395145614_n.663a5ba34b210.png?auto=format%2Ccompress&q=70&w=400)
![Ford Motor Company](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/2151019927.66392b78cb89f.png?auto=format%2Ccompress&q=70&w=400)
![La Crema](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/AK1_6G4A3677.663a68e2631aa.png?auto=format%2Ccompress&q=70&w=400)
![Q Mixers](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/441131465_1620046848828678_4105430596983609485_n.663a65d3bdff8.png?auto=format%2Ccompress&q=70&w=400)
![Pop-up boutiques in the Woodford Reserve Paddock Plaza featured Derby-inspired fashion by Aviator Nation, Radley London, Brackish, Roots & Jones, and Fanatics.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/9E8A5355.663a4f63b36b6.png?auto=format%2Ccompress&q=70&w=400)
![FanDuel’s Derby Party](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/3J2A4405_FrK0OgpB.6637f95dc0ded.png?auto=format%2Ccompress&q=70&w=400)
![The Trifecta Gala](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/DJI_0091.663957f0150c9.png?auto=format%2Ccompress&q=70&w=400)
![The entry garden was inspired by the new Churchill Downs paddock and included 10 LED pillars playing archival content from the Kentucky Derby provided by the Kentucky Derby Museum.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/20240503_Ebony_Trifecta_2007.663952e2629a4.png?auto=format%2Ccompress&q=70&w=400)
![The stand-alone structure was situated next to Slugger Field in downtown Louisville and included 185,000 square feet of event space, 40,000 square feet of tenting, over 100,000 flowers with tens of thousands of fresh roses, and a custom Woodford Reserve bar. The event was produced by experiential agency Mirrored Media.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/20240503_Ebony_Trifecta_0634.663954cd60db3.png?auto=format%2Ccompress&q=70&w=400)
![To fill the space, Mirrored Media created several hanging installations including a custom lit Trifecta sign, abstract hanging stage installation of the iconic Churchill Downs spires, floral chandeliers, and a custom horse sculpture by artist Damon Davis.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/20240503_Ebony_Trifecta_2171.66395b81e4e57.png?auto=format%2Ccompress&q=70&w=400)
![A 36-foot-wide oval bar was inspired by the shape of the racetrack.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/20240503_Ebony_Trifecta_2220.66395476340f9.png?auto=format%2Ccompress&q=70&w=400)
![Guests could step into a frame and join a wall of Derby legends for a photo moment.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/20240503_Ebony_Trifecta_3531.663954e6c9d1c.png?auto=format%2Ccompress&q=70&w=400)
![The Trifecta Gala presented by the Bridgeman Charitable Group is an annual fundraiser benefiting various charitable organizations. This year, the event benefited Big Brothers Big Sisters of Kentuckiana. The gala was sponsored by Churchill Downs, EBONY and Jet Media, Woodford Reserve, and Jackson Family Wines.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/IMG_0332.6639569ddd8ec.png?auto=format%2Ccompress&q=70&w=400)
![Jeep Grand Wagoneer](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/JCP_Jeep_Derby_SIparty_0434.6637f87482f03.png?auto=format%2Ccompress&q=70&w=400)
![Sports Illustrated’s 'Revel at the Races'](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/Brooks_Nader_x_Vince_Camuto.6637fb33909fe.png?auto=format%2Ccompress&q=70&w=400)
![The Galt House Hotel](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/IMG_7489.66395ca1e8621.png?auto=format%2Ccompress&q=70&w=400)
![The hotel’s over-the-top $150 iteration of the signature Mint Julep cocktail was made with Al's Select Woodford Double Oaked and served in a custom keepsake pewter cup commemorating the historic race. Guests were able to experience an immersive and educational mixology class on how to create the perfect mint julep as well as other themed cocktails. Professional horse racing handicappers were also on hand to offer a deep-dive analysis into this year’s race.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/Galt_Hero___Copy.66395c826d728.png?auto=format%2Ccompress&q=70&w=400)
![12th Annual 'Fillies & Stallions'](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/05/_Z5A5760.663a52f84d24f.png?auto=format%2Ccompress&q=70&w=400)