I think we can all agree that the Kentucky Derby is more than just a race.

It is a cultural phenomenon that survived for hundreds of years. In fact, they celebrated their 150th Anniversary last year, and it is truly impressive for a sporting event to have such a long tradition.

But how did they manage to maintain people’s interest in the Kentucky Derby over the years? Well, with clever marketing, that’s how.

Although the Kentucky Derby never really promoted the event directly (until now), they’ve always invested a lot of money into making the event feel more prestigious, and luxurious. And that’s part of their branding strategy, which can also be considered as marketing.

After all, people see the luxurious atmosphere, plus the attendance of high net-worth people and celebrities, and they want to come to see what is like. So, it is safe to say that marketing influences the Kentucky Derby in many different ways.

Recently, they’ve also jumped on the digital marketing trend (which is a good thing) and started hiring influencers to promote the event, they are making social media campaigns and regularly posting content online and it all makes a big difference – the event grows in popularity.

Let’s dive deeper into Kentucky Derby marketing and find out how it really influences the event.

Sponsorships

Sponsorships play an important role in the Kentucky Derby. Churchill Downs has always partnered with big brands and brands that are in some way associated with horse racing or they are luxury brands.

We’ve seen big partnerships throughout the years with Rolex, Longines, Woodford Reserve, and even Ford the motor company.

But these sponsorships are far from adding a logo on the banner. They are all jumping on the Kentucky Derby vibe, and they create an image around the event, which makes people even more excited.

Additionally, when Churchill Downs creates a partnership with a brand, it is like having a brand ambassador for the Kentucky Derby. The brand promotes the race itself just because it will get part of that prestigious feel, and one single event can change its entire brand image.

Betting as marketing

It is no secret that horse racing wouldn’t be the same without betting. These two go hand in hand. 

Since the majority of the interest in horse racing events like the Kentucky Derby is because of betting, organizers are using this as a marketing strategy. How?

Well, online betting platforms like TwinSpires are teaching people more about the sport, how it works, and how to bet like a professional. They are also giving free tips and suggestions which can increase interest in the event itself. 

For example, if you don’t know what horse racing odds mean, you can learn on the link below:

twinspires.com/betting-guides/what-do-horse-racing-odds-mean/

These platforms often use data-driven, and targeted ads to reach potential bettors, which can lead many people to the Kentucky Derby. Think about it, if you are a football bettor, and you see an ad for horse racing betting (and you’ve never tried it before), it can get your attention.

To attract new users, betting platforms often offer exclusive bonuses for the Kentucky Derby, ensuring a steady influx of participants each year. This fusion of digital marketing and sports gambling keeps the Derby profitable and continues to expand its audience worldwide.

How Churchill Downs use social media?

Now, even though we are talking about an age-old sport that has been around us for years, the Kentucky Derby isn’t prone to digital marketing. In fact, they were a bit late to the digital marketing trend, which is why they’ve missed a lot.

But what matters is that the Kentucky Derby and Churchill Downs are now investing a lot of money into digital advertising, whether it is through paid ads, organic content, or creating an SEO strategy for their website, all of these things make a big difference.

Why? Well, events like the Kentucky Derby are now really popular among the younger generation, which can be a big problem for their future.

The younger generation (people who are now on their mobile phones) are the ones responsible for carrying the Kentucky Derby into the future and making sure that this event lives on for another hundred years.

So, the plan of using social media can get young people interested in horse racing events like the Kentucky Derby, and that could be the future of the sport.

Fashion and lifestyle branding

We also have fashion, which is a big part of the Kentucky Derby. People want to dress up well, and the vibe on the race day is truly incredible. 

Plus, it is rare to find a sporting event where fashion plays an important role, and this is a big selling point for the Kentucky Derby. They are using fashion to promote the event in a unique way that would get even people who’ve never heard about horse racing interested.

Television, streaming, and global outreach

The Kentucky Derby’s marketing efforts extend beyond the racetrack, with television and digital streaming playing a crucial role. NBC Sports holds the exclusive broadcast rights to the Derby, reaching millions of viewers worldwide. 

Leading up to the race, exclusive pre-event coverage—including horse profiles, jockey interviews, and expert predictions—keeps audiences engaged. International marketing efforts have also expanded the Derby’s reach, with broadcasts in major racing markets such as the UK, Japan, and Australia. 

So, will you be watching the 2025 Kentucky Derby?