The 138th Kentucky Derby drew a crowd of 165,307—the largest outing in the event's history—to Churchill Downs Racetrack on Saturday for horse racing's biggest party.
For sponsors, the legendary event provides an opportunity to associate their brands with an elite audience, from Hollywood celebrities to socialites donning elaborate hats. Brands as diverse as Maxim magazine and Grey Goose vodka set up shop to take part in the action. Here's a look at the highlights.
Pegasus Parade
The nonprofit Kentucky Derby Festival throws 70 events leading up to the Derby, including the sold-out Pegasus Parade, which featured Cyndi Lauper as grand marshal this year.
Photo: Matthew McCardwell/ Kentucky Derby Festival
Young & Reckless Party at the Kentucky Derby
Reality TV star Christopher Pfaff of MTV's Rob Dyrdek's Fantasy Factory hosted a "Young & Reckless Does the Derby" party on May 3 to promote his Young & Reckless clothing line.
Photo: Robert Pieroni Creative
Young & Reckless at the Kentucky Derby
Held at Prime Lounge, the party was sponsored by Grey Goose and Red Bull.
Photo: Robert Pieroni Creative
'Maxim' Party at the Kentucky Derby
Building on the success of its renowned annual Super Bowl party, Maxim partnered with Ark Endeavors to throw a pre-Derby, invite-only bash at the Mellwood Arts Center with celebrity guests like Ashton Kutcher and Guy Fieri.
Photo: Steven Cohen/WireImage
'Maxim' Party at the Kentucky Derby
The May 4 event, dubbed the "Filles and Stallions Party at the Derby," had cocktail bars from Bulleit Bourbon and Jeremiah Weed Sweet Tea Vodka.
Photo: Steven Cohen/WireImage
'Maxim' Party at the Kentucky Derby
Ice sculptures in the shape of giant horseshoes got attendees in the mood for horse racing (and bourbon).
Photo: Steven Cohen/WireImage
Pegagus Parade at the Kentucky Derby
Local sponsors such as Champ's Skating Center featured floats in the May 3 parade, which brought 250,000 spectators to the streets of Louisville.
Photo: Matthew McCardwell/ Kentucky Derby Festival
Taste of Derby Party at the Kentucky Derby
Two nights before the Derby, on May 3, the Taste of Derby party attracted more than 1,200 guests to Louisville Executive Aviation Hangar at Bowman Field for a foodie event modeled after the popular Taste of the N.F.L., which occurs on the eve of the Super Bowl.
Photo: Jacob Zimmer
Taste of Derby Party at the Kentucky Derby
Guests enjoyed bites courtesy of chefs flown in from around the country, and helped raise funds for Louisville charity Blessings in a Backpack.
Photo: Jacob Zimmer
Taste of Derby Party at the Kentucky Derby
Stella Artois was presenting sponsor of the event, providing its beer on tap and giving guests a commemorative chalice featuring the Kentucky Derby logo as a take-home gift.
Photo: Jacob Zimmer
Ram Trucks Promotions at the Kentucky Derby
Ram served as official truck of the Kentucky Derby, and the brand's vehicles were on display throughout the Churchill Downs grounds.
Photo: Courtesy Ram Truck Brand
Ram Promotions at the Kentucky Derby
The car brand also put up 65 posters across the property, lining everything down to the horse barns.
Photo: Courtesy Ram Truck Bran
Ram Promotions at the Kentucky Derby
Horse trailers provided another opportunity for Ram to display its branding in a Derby-centric style. Additionally, Ram offered a dedicated “Horsemen’s Lounge” for owners and jockeys.
Photo: Courtesy Ram Truck Brand
Style Icon Suite at the Kentucky Derby
At the Galt House Hotel on March 4 and 5, Millennium Events' luxury gifting suite welcomed guests, including celebrities like David Arquette and Ice-T, to peruse an array of new products.
Photo: Courtesy of Style Icon Events
Style Icon Suite at the Kentucky Derby
New Era was the suite's presenting sponsor, giving guests an array of headwear options to don for the race.
Photo: Courtesy of Style Icon Events
Pure Leaf Promotion at the Kentucky Derby
Pure Leaf iced tea recruited Top Chef judge Gail Simmons to create a tea-based cocktail, samples of which she offered to race-goers at Churchill Downs.
Photo: Stephen Cohen/Getty Images for Pure Leaf
Jocktails Party at the Kentucky Derby
Fans got into the spirit early in the week at the May 2 Jocktails celebrity-bartending event held at Prime Lounge. Hosted by Woodford Reserve and planned by Louisville-based JWagner Group, the evening had some of the sport's best-known jockeys pouring drinks and raising money for the Permanently Disabled Jockey Fund.
Photo: Chris Humphreys
Grey Goose Promotion at the Kentucky Derby
The high-end vodka brand designed two speciality drinks for the Derby, serving both at the race track and in the area adjacent to the red carpet.
Photo: Theo Wargo/WireImage
Grey Goose Promotion at the Kentucky Derby
Singer Joey Fatone was among those sampling the "cherry noir" cocktail, which promoted Grey Goose's new Cherry Noir vodka.
Photo: Theo Wargo/WireImage
Grey Goose Promotion at the Kentucky Derby
In a media area, Grey Goose's on-site mixologists demonstrated how to mix up the brand's specialty cocktails.
Photo: Theo Wargo/WireImage
