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...
