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  1. Sports

2024 Kentucky Derby: How the 150-Year-Old Event Stays Fresh with New Experiences and Partnerships

At this year’s Run for the Roses, Churchill Downs unveiled a new paddock area with premium spaces, plus brand partnerships with The Unwell Network, Ford, and Sports Illustrated.

Michele Laufik
May 8, 2024

Guests posed with Churchill Charlie, the Churchill Downs mascot.Guests posed with Churchill Charlie, the Churchill Downs mascot.Photo: Jeff Schear/Getty Images for Churchill DownsLOUISVILLE, KY.—On May 4, Churchill Downs hosted the 150th running of the Kentucky Derby in Louisville, Ky. In a photo-finish race, Mystik Dan was crowned the winner of the historic Run for the Roses. 

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.
This year marked the 150th running of the Kentucky Derby.
Photo: Jeff Schear/Getty Images for Churchill Downs
Wagers on the race set a new record of $210.7 million, beating the previous record of $188.7 million set in 2023.
Wagers on the race set a new record of $210.7 million, beating the previous record of $188.7 million set in 2023.
Photo: Michael Hickey/Getty Images for Churchill Downs
The $200 million transformation of Churchill Downs includes new balconies and suites, and a reimagined paddock.
The $200 million transformation of Churchill Downs includes new balconies and suites, and a reimagined paddock.
Photo: Jeff Schear/Getty Images for Churchill Downs
The newly renovated paddock is flanked by the Woodford Reserve Paddock Club on one side and Club SI on the other.
The newly renovated paddock is flanked by the Woodford Reserve Paddock Club on one side and Club SI on the other.
Photo: Michael Hickey/Getty Images for Churchill Downs
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.
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.
Photo: Michael Hickey/Getty Images for Churchill Downs
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.
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.
Photo: @si_experiences/Instagram
Guests posed with Churchill Charlie, the Churchill Downs mascot.
Guests posed with Churchill Charlie, the Churchill Downs mascot.
Photo: Jeff Schear/Getty Images for Churchill Downs
A crowd of 157,000 spectators was in attendance.
A crowd of 157,000 spectators was in attendance.
Photo: Michael Hickey/Getty Images for Churchill Downs
Cactus Moser and Wynonna Judd performed the national anthem.
Cactus Moser and Wynonna Judd performed the national anthem.
Photo: Michael Hickey/Getty Images for Churchill Downs
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.
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.
Photo: Michael Hickey/Getty Images for Churchill Downs
Mint julep cocktails were served in commemorative glasses.
Mint julep cocktails were served in commemorative glasses.
Photo: Jeff Schear/Getty Images for Churchill Downs
Mystik Dan and jockey Brian Hernandez Jr. won this year's Run for the Roses.
Mystik Dan and jockey Brian Hernandez Jr. won this year's Run for the Roses.
Photo: Jeff Schear/Getty Images for Churchill Downs
Woodford Reserve
Woodford Reserve
In honor of the 150th anniversary, only 150 bottles of the Woodford Reserve Kentucky Derby 150 Baccarat Edition are available, with one of the bottles going to the owner of the winning horse. The bottle costs $15,000 and can only be purchased for pickup at the distillery.
Photo: Jeff Schear/Getty Images for Churchill Downs
Longines
Longines
For the first time, Longines hosted a boutique in the Turf Club where the limited-edition 150th Kentucky Derby Mini DolceVita timepiece was showcased. The watch brand was also on site outside the paddock with floral photo ops.
Photo: Courtesy of Churchill Downs Racetrack
The Unwell Network
The Unwell Network
This year, Churchill Downs Racetrack collaborated with the Gen Z media network founded by Alex Cooper to bring an engaging activation to the infield. Cooper (right) was joined by Hot Mess podcast host Alix Earle for a discussion and Q&A about their Derby experience.
Photo: @unwell/Instagram
Additional infield activations by The Unwell Network included a floral photo moment.
Additional infield activations by The Unwell Network included a floral photo moment.
Photo: @unwell/Instagram
Ford Motor Company
Ford Motor Company
Ford hosted an on-site sweepstakes where one fan with the best hat won a Ford vehicle of their choice.
Photo: Jeff Schear/Getty Images for Churchill Downs
La Crema
La Crema
La Crema brought a taste of wine country to horse country with its tasting room experience featuring selections of pinot noir and chardonnay.
Photo: Courtesy of Churchill Downs Racetrack
Q Mixers
Q Mixers
Q Mixers debuted its Cocktail Club in the infield.
Photo: @qmixers/Instagram
Pop-up boutiques in the Woodford Reserve Paddock Plaza featured Derby-inspired fashion by Aviator Nation, Radley London, Brackish, Roots & Jones, and Fanatics.
Pop-up boutiques in the Woodford Reserve Paddock Plaza featured Derby-inspired fashion by Aviator Nation, Radley London, Brackish, Roots & Jones, and Fanatics.
Photo: Courtesy of Churchill Downs Racetrack
FanDuel’s Derby Party
FanDuel’s Derby Party
FanDuel hosted its inaugural Kentucky Derby Party at Old Forester's Paristown Hall. Luke Bryan and Ne-Yo performed their biggest hits.
Photo: Courtesy of FanDuel
The Trifecta Gala
The Trifecta Gala
Bruno Mars headlined the 2024 Trifecta Derby Eve Gala on May 3. After a four-year hiatus, the party returned, paying homage to the contributions of African Americans to Kentucky Derby history.
Photo: Courtesy of Mirrored Media
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.
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.
Photo: Mirrored Media
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.
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.
Photo: Courtesy of Mirrored Media
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.
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.
Photo: Courtesy of Mirrored Media
A 36-foot-wide oval bar was inspired by the shape of the racetrack.
A 36-foot-wide oval bar was inspired by the shape of the racetrack.
Photo: Courtesy of Mirrored Media
Guests could step into a frame and join a wall of Derby legends for a photo moment.
Guests could step into a frame and join a wall of Derby legends for a photo moment.
Photo: Courtesy of Mirrored Media
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.
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.
Photo: Courtesy of Mirrored Media
Jeep Grand Wagoneer
Jeep Grand Wagoneer
At the Sports Illustrated Revel at the Races, guests, including influencer Griffin Johnson (pictured), arrived in the Jeep Grand Wagoneer. A vehicle display was also on site.
Photo: Courtesy of Jeep
Sports Illustrated’s 'Revel at the Races'
Sports Illustrated’s 'Revel at the Races'
On Friday, Sports Illustrated’s inaugural late-night concert experience featured The Chainsmokers and DJ Irie. It took place at the Ice House in downtown Louisville. On site, Brooks Nader hosted a Vince Camuto activation, and guests also got the chance to experience additional partners such as Frye, Jeep, Tito’s, Red Bull, Don Julio, FlashIV, and Maker’s Mark.
Photo: Courtesy of Sports Illustrated
The Galt House Hotel
The Galt House Hotel
During Derby Week, The Galt House Hotel in Louisville hosted nightly live entertainment, on-site art installations, viewing parties, and fashion pop-up shops with Draper James and Kendra Scott, along with custom Derby hat designs by milliner Wayne Esterle.
Photo: Courtesy of The Galt House Hotel
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.
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.
Photo: Courtesy of The Galt House Hotel
12th Annual 'Fillies & Stallions'
12th Annual 'Fillies & Stallions'
Hosted by Black Rock Thoroughbreds, the annual Derby party took place at Mellwood Art Center in Louisville on May 3.
Photo: James Tinnell Photography
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