Back at full capacity after two years, the 148th Kentucky Derby took place on May 7 at Churchill Downs in Louisville, Ky.Photo: Courtesy of Churchill Downs Racetrack
But it wasn’t just horse racing fans who were betting big. A stable of new and returning brand partners were doing the same—hoping to engage in-person and at-home fans.
In addition to brands like Ford, White Claw, and vineyard vines, this year’s Derby, the first full-capacity iteration since the pandemic, welcomed new luxury and lifestyle partners, including BMW, Monogram, FTD, and Red Bull—all of which activated in unique ways.
“We are fortunate that we have really great brands whose brand pillars and values align with ours,” said Casey Ramage, vice president of marketing and partnerships at Churchill Downs Racetrack.
For example, BMW became the first luxury auto partner of the Derby and Churchill Downs, showcasing its new BMW 7 Series, including the fully electric BMW i7, at the racetrack throughout Derby weekend. And as a nod to “The Run for the Roses,” the brand also presented a live flower wall with more than 7,000 roses and lilies.
The activation was located inside of the paddock gate where 70% of Derby attendees enter, Ramage explained. The installation also included a 360-degree “glam cam” where folks could show off their finest Derby duds.
Ramage explained that, unlike a stadium, which might offer different sponsorship tiers, Churchill Downs custom designs its Derby partnerships and activations, with one of the biggest challenges being the placement of sponsors. White Claw, for example, hosts activations in both the racetrack’s infield, which holds 55,000-plus people, and inside the paddock gates where attendees can view the horses before they hit the track.
For this year's event, Woodford Reserve, the presenting sponsor of the Derby, expanded its on-site partnership to include the Homestretch Club, a new hospitality suite footprint that includes the Horseshoe Rail Lounges, located alongside the track, which Ramage described as similar to “courtside seats… where Beyonce and Jay-Z would sit.”
Here is where attendees could find the new “Woodford Reserve Bar,” which at 95 feet, is the longest bar in the Commonwealth of Kentucky. The bourbon brand also created silver-plated and gold cups, priced at $2,500 for gold and $1,000 for silver, in honor of the Derby’s 148th anniversary. Proceeds from the cups will be donated to Old Friends Farm, a horse farm where thoroughbreds retire.
Plus, Churchill Downs now offers all-inclusive food and beverage, including alcohol, for ticketed seatholders, except for those in the infield. Ramage explained that the concept began during the pandemic in an effort to go cashless for health and safety reasons.
“It made lines easier. Made it more convenient. Everyone felt like a celebrity—just walk up and grab a Mint Julep. It was a really great customer experience,” Ramage explained, so organizers carried forward the idea.
In an effort to attract the millennial and Gen Z audience, Churchill Downs teamed up with Red Bull to host the first-ever sponsored infield experience with a DJ booth. In addition to a calculated social media strategy and the infield party, Ramage said that Derby organizers also focused on inviting celebrities to the track who resonated with a younger crowd, including rapper and Louisville native Jack Harlow. Fortuitously, the performer released a song entitled “Churchill Downs,” featuring Drake, the day before the event. The duo then filmed the music video for the song in the infield, an area that boasts a festival-like atmosphere with general admission tickets and rowdy fans. “As you know, music is a big connector to a younger demographic,” Ramage said.
A TikTok clip of Harlow being carried off the muddy track by his bodyguards in an attempt to protect his shoes has garnered 11.2 million views to date. While more than 147,000 fans attended the Derby day races, the social media accounts saw 130.2 million total impressions, an 80% increase from 2021, with the @kentuckyderby TikTok account experiencing a 714% increase from last year.
“I think coming out of the pandemic everyone's looking for the experience on site and then also for fans who aren't there—the virtual experience. So that's something that we're trying to do as well, to improve the virtual/social media experience,” Ramage said. She added that her team is also taking a more active role with partners, working with them on strategy and how to best engage the audience.
“We're definitely seeing excitement from our partners. It feels like their confidence is coming back in terms of big events,” Ramage said.
