Advertising And Sponsorship Opportunities In The Kentucky Derby

If you want to make your brand, feel more luxurious, there isn’t a better sport than horse racing, especially big events like the Kentucky Derby.

When it comes to advertising on sports events, it all comes down to choosing your target audience. After all, have you noticed how brands like Rolex or Tag Heuer always choose prestigious sporting events like horse racing or Formula 1? In contrast, other sports, like football, are filled with ads, such as Heineken or PlayStation.

Well, there is a reason behind this, and it is the perception and the target audience of the sport. Since horse racing events are considered prestigious and many highly influential people go to such events, we can see that luxurious brands dominate the advertising space.

That’s why we’ve decided to cover the advertising and sponsorship opportunities in the biggest horse racing event in the world - The Kentucky Derby.

Why the Kentucky Derby is a Marketer’s Dream

Well, first of all, we are talking about one of the most popular horse races in the world. This event gets 150,000 attendees and over 16 million viewers that watch the race on TV, plus we have streaming platforms climbing steadily.

So, it is kind of like the Super Bowl but in the horse racing industry. Plus, we have the social media buzz where hashtags like #KentuckyDerby and #DerbyDay are trending on all platforms.

Last year, the 150th Anniversary of the Kentucky Derby had a crazy finish, and this year, it can even draw more attention after seeing the 2025 Kentucky Derby contenders.

However, successful marketing isn’t just the sheer volume of people. Horse racing, especially big events like the Kentucky Derby are quite different compared to Super Bowl ads. Yes, the Super Bowl gets a lot more views, but the target audience is very broad, which means that it is difficult to target people with a specific product.

Horse racing on the other hand also draws a diverse crowd, but it is somehow more focused. This event is filled with high-net-worth individuals who are sipping mint juleps in the Millionaires’ Row, which opens up many opportunities for brands that want to create a more luxurious image.

Sponsorship Opportunities At The Kentucky Derby

Horse racing is a sport where it all comes down to the experience. After all, there is a reason why people dress nicely, and places like Churchill Downs have fine dining options. Why? Well, people didn’t come only for the race itself. They’ve come down for the experience.

Therefore, slapping your logo on a banner isn’t enough. In order to get the most out of the Kentucky Derby sponsorship, you have to create an experience.

Official Partnerships

Over the years, we’ve seen the Kentucky Derby partner with many official sponsors that want to get that prime visibility. This is the best marketing opportunity, but it is quite costly.

Brands like Woodford Reserve, Rolex, and even Moet and Chandon have partnered with the Kentucky Derby, and you can already see the trend, right? Usually, expensive brands that want to build an even stronger image choose the Kentucky Derby as their official partner.

But, unless you have multiple millions of dollars to spare, this isn’t the right advertising opportunity for your brand. These brands that we mentioned before, have spent multiple millions of dollars every year just to become the official partners of the Kentucky Derby.

However, the ROI can be massive. Plus, there is something called brand awareness and brand image, which cannot be measured in money. If you want to get in front of the eyes of high-net-worth people and create a long-lasting image for your brand, it might be a good opportunity.

Product Placement

There is a good example of an advertising strategy targeted and one in the right way. We are talking about the recent partnership between the Kentucky Derby and Ford. They’ve made a five-year partnership deal with Ford Motor Company.

Now Ford has used this partnership to showcase their latest SUV and pickup models right on the track. This is a great way to target people (people who have horses) to use vehicles specifically designed for farm work.

Churchill Downs was flooded with Ford vehicles for the Kentucky Derby, and it is a great way to showcase a product and get some of the prestige from the race.

Advertising Opportunities

While TV ads during the Derby are a no-brainer, there are plenty of other ways to advertise around the event.

1. Digital Advertising

With so many people streaming the race online, digital ads are a must. Platforms like YouTube, Facebook, and Instagram offer targeted ad options that can reach specific demographics. For example, a luxury brand might target high-income viewers, while a food brand could focus on Derby party hosts.

2. Social Media Campaigns

The Derby is a visual spectacle, and social media loves visuals. Brands can create hashtag challenges, partner with influencers, or even run contests. In 2023, Kendra Scott (a jewelry brand) ran a successful campaign encouraging fans to share their Derby outfits for a chance to win a custom piece.

3. Local Advertising

Don’t forget about the local angle. Louisville, Kentucky, becomes the center of the universe during Derby week. Billboards, radio ads, and even partnerships with local businesses can help brands tap into hometown pride.

The ROI: Is It Worth It?

Let’s cut to the chase: is investing in Derby advertising and sponsorship worth it? The short answer is yes—if you do it right. Here’s why:

• High Engagement: The Derby isn’t just a race; it’s an event. People are emotionally invested, which means they’re more likely to engage with brands that enhance their experience.

• Longevity: Unlike some events that come and go, the Derby has been around since 1875. It’s a tradition, and traditions have staying power.

• Global Reach: While it’s a quintessentially American event, the Derby has a global audience. In 2023, viewers from over 190 countries tuned in.

So, small brands? The Kentucky Derby might be a good opportunity, but this form of advertising is expensive, and since you are probably operating with limited cash flow, it is better to use that money more effectively.

On the other hand, the Kentucky Derby is the prime focus of big brands, the thing is that even Churchill Downs selects which brands this event is associated with, so not every brand is advertisable at the Kentucky Derby.