#USA #Louisville #Brand Partnerships #Kentucky Derby #Churchill Downs

Churchill Downs Unveils New Brand Partnerships

The excitement is building as Churchill Downs Racetrack announces a robust array of brand partnerships that aim to transform the guest experience at the upcoming 152nd Kentucky Derby. This year, visitors can look forward to a plethora of activities, partnership highlights, and exclusive offerings that promise an unforgettable Derby Weekend.

As Casey Ramage, senior marketing and partnerships consultant at Churchill Downs, stated, the goal is to make every moment memorable for guests who pass through the gates. From immersive experiences to engaging. activations, the partnerships are crafted with a clear focus on connecting with fans in ways that honor the rich legacy of the Kentucky Derby while also embracing contemporary trends.

Key Partnerships and Activations

Maximizing the engagement of attendees, the Derby will feature an impressive lineup of both returning and new partners distributed across various sectors such as beauty, food and beverage, and technology. Here’s a closer look at what guests can expect:

• - Woodford Reserve returns as a signature partner, hosting its lavish $5,000 Mint Julep tent. This exclusive offering promises a luxury cocktail experience that stands unmatched.
• - Longines, known for its precision timepieces, will provide an exceptional shopping experience at the Turf Club, where guests can browse their exquisite collection of watches.
• - Ford welcomes fans with a replica of Henry Ford’s historic 1901 race car, complemented by the Ford Bronco Raptor on display. Guests will also have the chance to win a Bronco Raptor Badlands SUV or a ticket package for the 153rd Kentucky Derby.
• - SAP, as the official technology partner, is set to optimize operations at Churchill Downs with AI-cloud technology, providing the venue with real-time insights.
• - TwinSpires, the official betting partner, will roll out exclusive promotions throughout Derby Week, making it easier for fans to engage with the betting process.

In addition to these key partnerships, a variety of new experiences are on the horizon:

• - L'Oréal Paris becomes the inaugural Beauty Partner, enhancing the guest experience with on-site makeup touch-ups at the Green Room and exclusive fashion contest participation.
• - Old Forester, famous for its Mint Julep, introduces a new cocktail called the Perfecta, joining forces with its signature offering.
• - The Graeter's Ice Cream brand marks its debut with a sample truck featured at the Gate, serving flavors like the Black Raspberry Chip and a special Backstretch Bourbon Cherry.
• - Guests can indulge in the Horseshoe Margarita developed by Herradura, set to be another signature cocktail at this year's event.
• - Tractor Beverage Company returns with complimentary sampling of their sparkling tonic, while Mitsubishi Electric enhances the viewing experience with updated LED displays for race footage and content.

Additional Fan-Focused Features

Beyond the brand partnerships, several new features will enhance the overall fan experience:

• - Digital navigation solutions powered by PAM Smarter Navigation will guide guests seamlessly throughout the venue, enhancing accessibility and convenience.
• - Special viewing bleachers in the red carpet area will debut this year, allowing fans to enjoy celebrity arrivals closely.
• - Interactive experiences from partnerships with the MLB and WNBA will engage sports fans with exciting activations.

The historic Kentucky Derby, running its 152nd edition on May 2, 2026, remains a pinnacle event in horse racing, drawing visitors from all over for its exhilarating atmosphere and high stakes. This year's enhancements through new and returning partner collaborations are set to enrich the fan experience and create lifelong memories.

For further details, visit KentuckyDerby.com and discover more about the 152nd Kentucky Derby and its extensive brand partnerships.