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When fans arrive at Churchill Downs for the 149th Kentucky Derby, it’ll be in the most luxurious cars wearing opulent clothing and awaiting a sip of decadent cocktails.
If companies want their brand stamped on all of those facets of the race, they have to show up to Louisville each year.
Casey Ramage, vice president of marketing, brand and partnerships at Churchill Downs, noted that the 30 minutes of average down time between each Kentucky Derby race are just as important to brands as the two minutes of action in between. The event’s brand partners become an integral part of the guest experience at Churchill Downs, with Kroger regularly fashioning the Derby’s red rose garland, Vineyard Vines showing off its Derby-inspired collection, Brown-Forman’s Finlandia vodka brand serving the Oaks Lily and its Woodford Reserve and Old Forester whiskey brands serving mint juleps.
This year, 16 of the event’s more than 50 sponsors have returned for a repeat engagement. Like the event itself, they’re attempting to put a new spin on a grand tradition.
“While our fans look forward to revisiting past memorable experiences, we also welcome guests from around the world seeking a trendsetting stage of what’s next in sports and entertainment,” Ramage said. “With that said, we work closely with our brand partners (new and returning) to create a familiar yet fresh and exciting event for all guests.”
Adweek spoke with a handful of the returning Kentucky Derby brands to get their take on what keeps them in the race and how they feel their loyalty puts them ahead of the pack.
Brown-Forman
Woodford Reserve returns as the Derby’s presenting partner, while Old Forester still sponsors the Turtle Derby, a streamed turtle race fans can bet on through DraftKings.
Woodford Reserve unveiled a 95-foot bar at the Homestretch Club last year, but this year offers a $1,000 mint julep marquee activation tied to the 50th anniversary of Secretariat’s Kentucky Derby win. The juleps are served in limited-editor gold and silver cups featuring sapphires and an engraving of Secretariat’s triumph. All proceeds benefit the Secretariat Foundation, but the lavish display and the reputation it confers upon the brand are what keep Brown-Forman and Woodford coming back.
