How Brands Galloped Into the Spotlight at the 2023 Kentucky Derby

The 149th Run for the Roses saw brands like White Claw and BMW return. See how they jockeyed for attention this year.

May 11, 2023

Hard seltzer brand White Claw returned to the Derby to show off its Shore Club experience. This is the first time this experience has been at this event, after traveling to major festivals like South by Southwest in Austin, Texas, and the Sundance Film Festival in Park City, Utah.Photo: G7 Entertainment MarketingLOUISVILLE, KY.—With odds of 15-1, Mage took the crown at the 149th Kentucky Derby on May 6. It was an exciting finish to what ended up being a tumultuous week for the major horse-racing event, where a total of seven horses died in the lead-up to the final race.

In a statement, Churchill Downs said there was “no discernable pattern detected in the injuries sustained,” and that these deaths are "a sobering reminder of the urgent need to mobilize our industry in order to explore every avenue possible and effectively minimize any avoidable risk in the sport."

Despite the incidents, the excitement for the revered race remained. A number of brand activations set up shop within Churchill Downs and bet big on live experiences for on-site fans eager to engage. "If you think about race day, our fans are here anywhere from eight to 12 hours," said Casey Ramage, vice president of marketing, brand, and partnerships for the racetrack. "We want to find ways that they can be entertained when the race lasts two minutes. And then you have this community element where you're making new friends, spending time with current friends, and just wanting to explore and experience the track."

This year, the racetrack unveiled its First Turn Reserved Seating experience, which included front-row seats and a chance to watch the famous "walkover," where the horses and their jockeys parade along the track from the barn area to the paddock prior to the big race. "One of the things that we have found from a demand perspective from our customers is they continue to want more high-end experiences, premium seating, and better views of the track," Ramage said, adding: "It allows you to get that up-close-and-personal perspective of the walkover."

Also new this year? Churchill Downs activated its parking lot as an area dubbed the Woodford Reserve Paddock Plaza. Brands found here included White Claw, which returned to the Derby to show off its Shore Club experience. This is the first time this experience has been at this event, after traveling to major festivals like South by Southwest in Austin, Texas, and the Sundance Film Festival in Park City, Utah.

"Being a part of culture is really important to us," said Kevin Brady, vice president of marketing at White Claw, "so you'll see us come to life in areas of music, design, and fashion in different places. Specifically for the Derby, we really came to life in that fashion vertical."

Indeed, because what's the Kentucky Derby without those fabulous outfits? At the Shore Club, eventgoers could enjoy a 360-degree glam cam to immortalize their dandy duds, plus live engraving of leather koozies and plenty of White Claw flavors to sip on.

BMW returned to the Derby to show off its BMW XM luxury sports activity vehicle. A rose-decorated wall behind the car was created by Louisville-based Susan's Florist.Photo: Andrew Kung Group/Churchill Downs

Other brands on-site showing off and showing out included BMW, displaying its BMW XM luxury sport activity vehicle, and Radley London, promoting its equestrian-inspired line of handbags, wallets, and clutches. The brand even brought a British touch to Louisville with a traditional, English-inspired phone booth in the Paddock Plaza.

Churchill Downs also took the Derby virtual this year. The venue worked with game development studio Third Time Entertainment to create a metaverse-based game called Photo Finish LIVE. To keep the Kentucky Derby brand relevant year-round, fans can use this platform to run their virtual horses in a race every first Saturday of the month. "[One of our objectives] is to really lean into and engage that next generation of Derby fans," Ramage said. "That's why we're working with Third Time and other partners that can help us find those fans and celebrate in a way that's of interest to them."

Big things are in store for next year's milestone Kentucky Derby, including the unveiling of a $200 million paddock renovation. "We already have a countdown clock for Derby 150!" Ramage quips.

Keep scrolling to see more from inside the brand activations at the 2023 Kentucky Derby...

Woodford Reserve continued its role as the presenting sponsor of the Kentucky Derby (a role that runs through 2027). The new Woodford Reserve Paddock Plaza in the parking lot featured a rose-filled photo moment in the shape of a Woodford Reserve bourbon bottle.