Kentucky Derby Inspires Marketing Brands to Harness Horse Power

The Kentucky Derby is the most prized jewel in horse racing’s Triple Crown. Apart from the thoroughbreds and jockeys, brands are the other stars attempting to capture the eyes of the well-heeled, floppy hatted, julep-soaked masses descending on Churchill Downs in Louisville this weekend. Targeting a younger audience, Churchill Downs enters its first full-capacity Derby since the pandemic with new VIP amenities and spaces—including Horseshoe Rail lounges right alongside the track. With a stable of sponsors and licensees that already includes Ford, Longines, Jackson Family Wines, White Claw and vineyard vines, the Kentucky Derby presents a challenge to brands looking to pull ahead of the pack. “The size of each venue within Churchill Downs is unique in that they allow for more opportunities and experiences, beyond just logos and digital signs, compared to stadiums across the country,” said Casey Ramage, vice president of marketing and partnerships at Churchill Downs Racetrack. “We customize all partnerships by creating engaging experiences that deliver on brand objectives while also tapping into the traditions and culture of Derby Day.” The following are just some of the brands hoping for a strong finish at The Most Exciting Two Minutes in Sports. There's some Woodford Reserve under almost every hat at the Kentucky Derby. The biggest bourbon bash, bar none Located roughly an hour outside of Louisville in Versailles, Kentucky, bourbon producer Woodford Reserve isn’t drenched in the rich history of some of their counterparts. Founded in 1996 as a Brown-Forman subsidiary and operating out of a vintage 1812 distillery, Woodford Reserve rose to prominence on its own merits and became the presenting partner of the Kentucky Derby. Woodford Reserve and its near twin, Old Forester (sponsor of the Turtle Derby, a streamed turtle race fans can bet on through DraftKings), grace many of the mint juleps consumed at Churchill Downs on Derby Day. At Churchill Downs’ new Homestretch Club, however, Woodford Reserve provides the centerpiece. https://twitter.com/oldforester/status/1519436239979618304 Among the Horseshoe Rail lounges, the five private VIP lounges for up to 60 guests, the 2,618 club stadium seats and the 73 Homestretch terraced dining tables for up to 438 guests sits the Woodford Reserve Bar. At 95 feet, it’s roughly the length of an $8 million yacht and would force a football team, stuck at one end of it after third down, to kick a field goal. “This is setting new records as the longest bar in the Commonwealth of Kentucky and will be the perfect place for fans to come together and toast to race day,” Ramage said. Running on roses BMW joins the festivities this year as the first luxury auto partner of the Kentucky Derby and Churchill Downs. It’s bringing its new BMW 7 series to the track and showcasing its electric i7. BMW’s been giving its electric vehicles a huge push this year—especially during the Super Bowl and Major League Baseball’s Opening Day—as it aims for a 50% electric global lineup by 2030. As a nod to "The Run for the Roses," BMW is also gracing Churchill Downs with a live flower wall featuring more than 7,000 roses and lilies. “We’re thrilled to partner with BMW—we share traditions in luxury, passion and performance, so this is a natural fit for us,” Ramage said. “This is the first time we’ve had a luxury auto partner. We have a very strong partnership with Ford as the official truck of the Kentucky Derby, and now we welcome BMW as our first luxury auto partner.” 'The Run for the Roses' is understandably a flower-filled affair, as Kentucky Derby partner FTD knows. A bouquet of brands Because a race strongly aligned with roses can’t have enough flowers, the Derby’s also teamed with flower delivery mainstay FTD as its first floral partner. FTD is spreading red-rose arrangements (and other rosy, efflorescent displays) in select premium spots around the racetrack. Also, because flower walls are just an Insta staple now, there’ll be botanical photo backdrops for those looking to mark the occasion. Chef Marcus Samuelsson shows the Derby audience what Monogram's Hearth Oven can do. Dishing it out Churchill Downs estimates that the Kentucky Derby inspires about 3.5 million viewing parties for the event worldwide. Since you have to feed those people something, lest the cranky masses start attacking each other with oversized hats, premium appliance brand Monogram is setting up an upscale kitchen featuring its Hearth Oven just for the event. Chef Marcus Samuelsson will be cooking up some bourbon-glazed chicken with peanut succotash on a savory pancake for NBC’s cameras. Samuelsson will do his cooking between races on the Finish Line Suites balcony, with recipes available after the segment at @Monogramappliances on Instagram and through @KentuckyDerby handles. "I am excited to bring a fresh take on classic dishes to this incredible event," said Samuelsson. “There's nothing quite like the magic of the Derby and I can't wait to experience the festivities." Hoofbeats per minute If the Derby’s grandstand and suites are Monaco, then the infield is Las Vegas. Long known for being far more laid-back and rowdy than its surrounding trappings, the infield has embraced the party and set up a DJ booth to keep the vibe going throughout the event. In keeping with its extreme, highly Taurinated brand, Red Bull serves as the party’s patron. “Red Bull is known for always bringing the energy, so we’re extremely excited to have its DJ booth and music up and running in the infield of the track to keep the party going all day long at Churchill Downs,” Ramage said. “Through these lively, energetic activations, we’re meeting our younger attendees exactly where their interests are.” Israeli company AIR wants to convince well-off Derby attendees that we're just a few regulations away from flying cars. Up in the AIR As a premium event, the Kentucky Derby draws people who’d want to be the first to know when a flying car is available. Israeli company AIR unveiled its first vehicle—the electric vertical takeoff and landing (eVTOL) AIR ONE—late last year. The two-seater has a range of 110 miles on a single charge, at speeds up to 155 miles per hour, with a flight time of one hour. What it doesn’t have is Federal Aviation Administration certification, which celebrities and VIPs invited to its Kentucky Derby Green Room may be able to help with. "The future of mobility is in the sky, but to get there we need to build consumer confidence in eVTOLs as a legitimate mode of everyday transport and develop vehicles on a mass scale to bring that vision to life," said AIR's CEO and co-founder Rani Plaut. Clothes horses The Derby is emerging from the pandemic with a spruced-up wardrobe teeming with new licensees. While HOMAGE takes a vintage approach with its six Churchill Downs T-shirt designs, London-born handbag brand Radley London created a stylish collection of bags and wristlets that are a bit more forward-thinking. Tiny Turnip came up with Derby-themed “Mommy and Me” designs for its T-shirts and onesies, but Homme + Femme expends the greatest effort dragging a nearly 150-year-old event into the present with a bold, modern streetwear collection. “Fashion and style have played an integral role in the traditions of the Kentucky Derby, and this new collection serves as a natural extension of the iconic event,” Ramage said. “Through the unique, modern lens of streetwear fashion, this new licensee will help bring to life the luxury and excitement of the Kentucky Derby for fans across the globe.” Williams Sonoma will send two people to next year's Derby, while giving everyone else some fine reasons to stay home. Bringing it home To a portion of the population that actually enjoyed spending a whole bunch of time outside of the general population and within their cozy confines, schlepping to Louisville to party with 300,000 people and watch horses run can sound like a nightmare. Williams Sonoma gets it. The home goods brand partnered with both the Derby and Woodford Reserve on at-home cocktails and dishes tailored to more intimate settings than a grandstand. Williams Sonoma and Woodford Reserve created cocktail mixes (yes, a mint julep is included), serving pieces, bar accessories and recipes to get a viewing party started. Celebrity chef Kelsey Barnard Clark devised recipes for okra hot fries, smoked wings and decadent pecan pie—pairing each with Jackson Family Wines. If your last Derby at home leaves you feeling cooped up, however, Williams Sonoma is also hosting a sweepstakes to send the winner on a trip for two to the 2023 Derby. The prize includes airfare, hotel accommodations, two tickets to the Kentucky Derby and a private, VIP experience at Woodford Reserve Distillery.

Sports Marketing News

Brands Harness Kentucky Derby Horse Power

From appliances and aircraft to bourbon and Red Bull, Churchill Downs will be immersed with marketing right out of the gate

Jason Notte

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Jason Notte