Churchill Downs 'elevating' fan experience at Derby 150 with brands like Ford and Woodford Reserve. What to expect

Four years ago, Churchill Downs Racetrack began inking partnership deals to create elevated fan experiences like the ones found at other global sporting events, such as the Super Bowl and Wimbledon.

Churchill Downs has a long history of brand partnerships and now iconic brands like Ford Motor Co. and Woodford Reserve will play an even more integral role in the Kentucky Derby and all the festivities leading up to the 150th year of the race.

Brand activations — think interactive booths and spaces that introduce visitors to companies like Ford or Woodford Reserve — give racegoers a unique and ever-changing experience to try something new on Kentucky Derby Day. Many brand spaces will offer trendy photo sites, product tastings, and phone charging stations.

"The Kentucky Derby is a global event, we have global guests that are coming here from around the world ... so it's very important that we are providing world-class experiences, and we are always looking around at what's new and what's next," said Casey Ramage, vice president of marketing and partnerships at Churchill Downs Racetrack.

When curating partnerships, Ramage said it's important to find brands that share similar values and legacies with Churchill Downs Racetrack, which makes companies like Ford a likely partner.

The auto company, which builds Super Duty trucks in Kentucky, shares a similar value of horsepower, speed, and excitement while carrying on an American legacy similar to Churchill Downs.

"It's not often we get to partner with someone whose history goes back further than ours; to go back further than automotive you're going back to horses, which Churchill leans into," said Kelsey Ruder, marketing manager at Ford Motor Co.

Woodford Reserve has been the official bourbon of the Kentucky Derby since 1999, and over the years, its partnership has continued to grow. Last year, the Woodford Reserve Paddock Plaza opened, and for Derby 150, the Woodford Reserve Paddock Club, a VIP hospitality, luxury space, will open.

"Two of Kentucky’s iconic industries are horses and bourbon, so this is a natural partnership between Derby and Woodford Reserve," said Master Distiller for Woodford Reserve, Elizabeth McCall. "Woodford Reserve leverages the Derby around the world, from the release of our annual Derby bottle to Derby parties and events across the country."

Ramage said the partnerships add value to the brands more than just the first weekend in May.

"This partnership extends beyond Derby ... we don't just look at the partnerships for Derby week, we really want to look at a year-round collaboration," Ramage said.

Besides Woodford Reserve and Ford, Churchill Downs Racetrack also partners with Longines, SAP, and White Claw.

Longines is the partner for Kentucky Oaks, "America’s premier and most lucrative race for 3-year-old fillies ― female horses ― held each year on the day before the Kentucky Derby." The brand hosts a popular fashion show on Oaks Day at the track, with a winner taking home a Longines timepiece.

Here's what you can expect at the 150th Kentucky Derby from some of Churchill Downs' biggest partnership brands:

What Ford experiences will you find at the Kentucky Derby?

For Ford, its partnership is a chance to introduce people to its vehicles in a fun environment. Last year, Ford staged a F-150 Lighting truck on-site and used the truck to power a stage and phone charging station.

The brand also crafted a blue and white flower wall so picturesque, that one couple got engaged in front of the decor in 2023.

Ford sponsors the backside at Churchill Downs, and its branding can be seen on the top of barns. The automaker is also a race sponsor, meaning it has a race named for them, and up to eight Ford guests get the opportunity to award the winning horse and jockey with a trophy and a toast in the director's room post-race.

For Derby 150, Ford plans to bring back its Lighting truck along with a Bronco, a Mustang Mach-E, an F-150 Powerboost, and more. Fan engagement around the Ford brand will once again feature a flower wall and new this year, there will be a 360-degree camera photo booth for visitors to try out and the First Turn will showcase the iconic F-250 Super Duty which recently won J.D. Power Award for America’s Most Dependable Heavy Duty Truck.

"I would say the Kentucky Derby is really foundational, kind of the crown jewel of our partnerships right now," said Ruder, noting Ford has partnerships with other sports brands like the NFL.

The yearlong partnership also includes Ford Day at the track where Ford employees in the Louisville area can attend races with family during the spring and fall meets. Local Ford dealers were also allowed to do vehicle photoshoots on the track for marketing materials.

And last year, in an event both Ford and Churchill Downs Racetrack officials called "really cool," the automaker launched its brand-new Super Duty trucks on the track in September.

What Woodford Reserve experiences will you find at the Kentucky Derby?

McCall said Woodford Reserve's partnership with the track is "authentic" and has been a driver in propelling the brand to be "the number one selling super-premium American Whiskey in the world (defined at $30 and above)."

Visitors to the Woodford Reserve Paddock Club will be able to taste (at a cost) the new $15,000 Woodford Reserve Derby 150 bottle. The whiskey is said to feature a taste with flavors of "Brown sugar-caramelized citrus peel, rich toasted oak, caramel, warming spices and dried dark fruit."

For those looking to do a little good with their beverage spending, guests can try Woodford Reserves $1,000 or $5,000 Mint Julep Experience in the paddock, with all proceeds going to charity. The drinks include silver or gold handmade julep cups.

If these experiences feel a little out of your price range, don't worry. Visitors will find Woodford Reserve Bars serving up a variety of whiskey drinks throughout Kentucky Derby Week. Woodford Reserve will also have a new brand activation on the red carpet. Guests will see couture designs created for Woodford Reserve by designers Sergio Hudson and Anifa Mvuemba.

The luxury designers have partnered with Woodford Reserve ahead of Derby 150. Hudson is an American designer passionate about making women feel beautiful, fearless, glamorous and confident through his women’s ready-to-wear luxury clothing line, The Sergio Hudson Brand. Mvuemba is CEO, Founder, and Creative Director of Hanifa, a luxury ready-to-wear womenswear label.

"When you specifically look at Ford and Woodford, these are two Americana brands that have very deep roots into this community, and so that's what we love about the city of Louisville is that you have these local brands, but also that are on a global stage," Ramage said. "That's a really special opportunity for us."

Contact business reporter Olivia Evans at oevans@courier-journal.com or on X, the platform formerly known as Twitter at @oliviamevans_.

This article originally appeared on Louisville Courier Journal: Churchill Downs partners with Ford Woodford Reserve Kentucky Derby 150