Churchill Downs News Release: 2025 Kentucky Derby Partnerships, Thrilling Brand Experiences Announced

Apr 24, 2025

Churchill Downs Racetrack (“Churchill Downs”) announced today an exciting slate of partners and on-site brand experiences for the 151st Kentucky Derby® presented by Woodford Reserve, taking place on Saturday, May 3, 2025. Blending timeless and contemporary traditions, this year’s Derby celebrates modern hospitality and entertainment reflecting the race’s evolution from a two-minute race into a cultural moment that transcends sport.

“The Kentucky Derby has always been more than a race — it’s a celebration of culture, community and craftsmanship,” said Casey Ramage, Vice President of Marketing and Partnerships for Churchill Downs Racetrack. “This year’s partners and brand experiences reflect the Derby’s continued evolution, blending legacy and innovation to create unforgettable fan experiences rooted in best-in-class hospitality.”

Celebrating Craft Through Flavor

Food and beverages are featured prominently again this year, upholding the indulgent traditions of the Derby while offering guests curated culinary experiences throughout Churchill Downs:

Brown-Forman returns as a premier partner, continuing its legacy of Derby cocktail excellence with signature activations featuring the $5,000 Woodford Reserve Mint Julep experience, the classic Old Forester Mint Julep, and the refreshing Herradura Reposado Margarita.
White Claw returns as the Official Hard Seltzer of the Kentucky Derby, providing an immersive Infield activation with photo moments and customizable giveaways.
Red Bull returns to the track offering an exclusive new limited-time flavor, Red Bull Summer Edition White Peach, at their summer-themed activation in the Infield and various locations around the track for guests to enjoy. Guests can sample cold cans of Red Bull throughout the track to keep them energized all weekend.
Jackson Family Wines returns as the Preferred Wine of the Kentucky Derby with a La Crema pop-up in the Paddock Plaza and a Kendall-Jackson sampling activation in the Clubhouse.
Wisconsin Cheese will debut at the Kentucky Derby serving samples of their premium cheeses in the Clubhouse Gate Plaza as well as with a premium cheese cart in select suite areas.
Elevating Tradition Through Style

Where timeless style meets modern craftsmanship, this year’s partners help define the visual signature of the Kentucky Derby:

Longines continues an elegant tradition as presenting sponsor of the Longines Kentucky Oaks, bringing refined watchmaking and timeless sophistication to Derby with a Turf Club boutique and elevated photo activation inside the gates.
vineyard vines returns as the Official Style of the Kentucky Derby, unveiling its 15th exclusive collection featuring bold prints, classic silhouettes and vibrant looks for the whole family. This year, vineyard vines will be presenting the Infield stage with music and branded promotional products, entertaining guests throughout both Oaks and Derby.
The Retail Row experience returns to the Woodford Reserve Paddock Plaza for its second year, offering guests the opportunity to shop elevated accessories, gifts and Derby-inspired designs. It features a curated lineup of returning brands including Radley London, Brackish and Tecovas, which is making its Derby debut. Guests can explore their activation, experience personalized fittings, and bring their Tecovas for special Kentucky Derby branding throughout the weekend.
Honoring Living Traditions

Passion Roses, the Official Rose Provider of the Kentucky Derby, adds vibrant beauty both on and off the track — from the iconic Garland of Roses to on-site activations featuring custom boutonnieres, “Forever Flowers” keepsakes and floral installations.
Kroger returns as the Official Crafter of The Kentucky Derby Garland of Roses and will display the coveted Garland of Roses in the Woodford Reserve Paddock Plaza from approximately 10:00 a.m. and 12:00 p.m.
Resolute Racing joins as the presenting sponsor of WINSDAY, a new Derby Week event that shines the spotlight on Louisville’s non-profit community. They will also recognize the dedication of grooms by presenting Best Turned Out awards on both Oaks and Derby Day.
Crafting Unforgettable Hospitality

Sports Illustrated celebrity hosts, Olivia “Livvy” Dunne and Jayson Werth will mingle with guests, featuring exclusive photo opportunities and fan engagement moments within the space.
Sentient Jet, the Preferred Private Jet of the Kentucky Derby will once again provide gourmet chocolates to guests in select premium spaces.
Romeo y Julieta features their licensed Kentucky Derby 151 cigar in a lounge near the Clubhouse gate.
Expanding the Derby’s International Stage (New)

CYGAMES, a Japanese video game company, will be operating a hands-on demo booth on-site at the Infield. The booth will feature previews of its titles Umamusume: Pretty Derby and Shadowverse: Worlds Beyond ahead of their English-language release later this year, as well as demos of the highly acclaimed Granblue Fantasy: Relink and Granblue Fantasy Versus: Rising. As the first Japanese game developer to partner with Churchill Downs, Cygames's presence underscores the growing global reach and cultural resonance of the Kentucky Derby.
Powering the Derby Experience

Behind the scenes and on the track at Churchill Downs, automotive innovation and a growing network of technology solutions keeps the Kentucky Derby fan experience seamless, secure and running strong.

Ford Motor Company brings new horsepower to the track with “The Pony,” a non-alcoholic mocktail served near the Paddock gate and in the Ford First Turn Club, in addition to other on-site activations.
SAP returns to help drive Churchill Downs’ data strategy forward, enabling smarter decision-making and streamlined operations to bring out its best throughout Derby Week and beyond.
Veritas Prime, a new partner this year, brings modern HR and operational systems that help the teams behind the scenes deliver a world-class experience.
Lumen supports Churchill Downs with advanced communications infrastructure, ensuring guests and operations are connected across the venue at all times.
Kentucky Derby fans can also enjoy curated experiences and offerings from event partners at Taste of Derby including Woodford Reserve, Longines and Q Mixers, who will be on-site to elevate the evening’s celebration. Kentucky Derby 151 Artist Tyler Robertson will also be on-site signing Official Artwork of the Kentucky Derby.

The 151st Kentucky Derby presented by Woodford Reserve will take place on Saturday, May 3 on NBC and Peacock.

The 151st Longines Kentucky Oaks will take place on Friday, May 2 on USA and Peacock.

Official Kentucky Derby merchandise and accessories are available online at www.KentuckyDerbyStore.com and to learn more about this year’s race, please visit www.KentuckyDerby.com.

ABOUT THE KENTUCKY DERBY

The Kentucky Derby takes place on the first Saturday in May at historic Churchill Downs in Louisville, Ky. Inaugurated in 1875, the legendary 1 1/4-mile race for 3-year-old Thoroughbreds is the longest continually held major sporting event in North America and the first leg of horse racing's Triple Crown series. Also known as, The Run for the Roses® and The Most Exciting Two Minutes in Sports®, the Kentucky Derby is the most attended horse race in the nation. The 151st Kentucky Derby will take place on Saturday, May 3, 2025. For more information, please visit www.KentuckyDerby.com.

Tickets for the 151st Kentucky Oaks and Kentucky Derby on May 2-3 are available by visiting www.KentuckyDerby.com and www.DerbyExperiences.com, or call (502) 636-4447 to be a part of the most extraordinary Kentucky Derby yet.

ABOUT CHURCHILL DOWNS RACETRACK

Churchill Downs Racetrack (“CDRT”), the world’s most legendary racetrack, has been the home of The Kentucky Derby, the longest continually held annual sporting event in the United States, since 1875. Located in Louisville, CDRT features a series of themed race days during Derby Week, including the Kentucky Oaks, and conducts Thoroughbred horse racing during three race meets in the Spring, September, and the Fall. CDRT is located on 175 acres and has a one-mile dirt track, a 7/8-mile turf track, a stabling area, and provides seating for approximately 60,000 guests. The stable area has barns sufficient to accommodate 1,400 horses and a 114-room dormitory for backstretch personnel. CDRT also has a year-round simulcast wagering facility. www.ChurchillDowns.com.

2025 OFFICIAL PARTNERS

Signature Partners

Woodford Reserve –Presenting Sponsor of the Kentucky Derby, Official Bourbon of Churchill Downs and the Kentucky Derby, Presenting Sponsor of Road to the Kentucky Derby
Longines – Presenting Sponsor of the Kentucky Oaks, Official Watch of Churchill Downs. the Kentucky Oaks and the Kentucky Derby, Official Timekeeper of Churchill Downs, the Kentucky Oaks and the Kentucky Derby
Ford – Official Truck, SUV, Car and Van of Churchill Downs and the Kentucky Derby; Official Horsepower of the Kentucky Derby
SAP – Official Enterprise Application Software of the Kentucky Derby, Official Business Analytics Software Partner of the Kentucky Derby
White Claw – Official Hard Seltzer of the Kentucky Derby
Official Partners

Brisnet.com – Official Handicapping Data Provider of the Kentucky Derby, Kentucky Oaks and Churchill Downs
Herradura – Official Tequila of the Kentucky Derby
Kendall-Jackson – Preferred Wine of the Kentucky Derby, Kentucky Oaks and Churchill Downs
La Crema – Preferred Wine of the Kentucky Derby, Kentucky Oaks and Churchill Downs
Old Forester – Official Mint Julep Drink of the Kentucky Derby, Presenting Sponsor of Thurby
Passion Growers – Official Rose of the Kentucky Derby
Sunbelt – Official Rental Equipment Provider/Suppler of the Kentucky Derby
TwinSpires.com – Official Online Wagering Platform of the Kentucky Derby, Kentucky Oaks and Churchill Downs
vineyard vines – Official Style of the Kentucky Derby
 

Accenture

Anytime Waste

Arena Americas

Brackish

Brisnet.com

Brown-Forman

Calhoun Construction

Christine A. Moore Millinery

Cygames

FanDuel

Fasig-Tipton

Finest Call

Flatrock Motor Club

Forcht Group

Ford Motor Company

Formé Millinery

GE Appliances

Hagyard Pharmacy

Herradura

Humana

Imperial Dade

John Deere

Kendall-Jackson Winery

Kroger

L&N Federal Credit Union

La Crema Winery

LG&E & KU Energy

Liquor Barn

Longines

Michelin

Norton Healthcare

Norton Sports Health

Nutramax Labs

Old Forester Bourbon

Passion Growers

Pritchard Sports & Entertainment

Q Mixers

Radley Handbags

Red Bull

Resolute Racing

SAP

Sentient Jet

Sherwin-Williams

Sports Illustrated

Sunbelt Rentals

Sysco

Tecovas

The Hat Girls

Tractor Beverage Co.

TwinSpires.com

U.S. Army

Veritas Prime

vineyard vines

White Claw Hard Seltzer

Wisconsin Cheese

Woodford Reserve Bourbon

Xtreme Transportation