When followers arrive at Churchill Downs for the 149th Kentucky Derby, it’ll be in essentially the most luxurious vehicles carrying opulent clothes and awaiting a sip of decadent cocktails.
If firms need their model stamped on all of these aspects of the race, they’ve to point out as much as Louisville annually.
Casey Ramage, vice chairman of promoting, model and partnerships at Churchill Downs, famous that the half-hour of common down time between every Kentucky Derby race are simply as essential to manufacturers as the 2 minutes of motion in between. The occasion’s model companions turn into an integral a part of the visitor expertise at Churchill Downs, with Kroger frequently fashioning the Derby’s purple rose garland, Winery Vines exhibiting off its Derby-inspired assortment, Brown-Forman’s Finlandia vodka model serving the Oaks Lily and its Woodford Reserve and Previous Forester whiskey manufacturers serving mint juleps.
This yr, 16 of the occasion’s greater than 50 sponsors have returned for a repeat engagement. Just like the occasion itself, they’re trying to place a brand new spin on a grand custom.
“Whereas our followers look ahead to revisiting previous memorable experiences, we additionally welcome visitors from around the globe looking for a trendsetting stage of what’s subsequent in sports activities and leisure,” Ramage stated. “With that stated, we work carefully with our model companions (new and returning) to create a well-recognized but recent and thrilling occasion for all visitors.”
Adweek spoke with a handful of the returning Kentucky Derby manufacturers to get their tackle what retains them within the race and the way they really feel their loyalty places them forward of the pack.
Brown-Forman
Woodford Reserve returns because the Derby’s presenting companion, whereas Previous Forester nonetheless sponsors the Turtle Derby, a streamed turtle race followers can wager on by way of DraftKings.
Woodford Reserve unveiled a 95-foot bar on the Homestretch Membership final yr, however this yr affords a $1,000 mint julep marquee activation tied to the fiftieth anniversary of Secretariat’s Kentucky Derby win. The juleps are served in limited-editor gold and silver cups that includes sapphires and an engraving of Secretariat’s triumph. All proceeds profit the Secretariat Basis, however the lavish show and the popularity it confers upon the model are what maintain Brown-Forman and Woodford coming again.
