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2026 Kentucky Derby: The Sporting Event Expanded Its Partnerships

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2026 Kentucky Derby: The Sporting Event Expanded Its Partnerships


LOUISVILLE, KY.—Jockey Jose Ortiz rallied long shot Golden Tempo from way back in the pack to claim the 152nd Kentucky Derby on May 2, beating his older brother Irad Ortiz Jr. by a neck and making Cherie DeVaux the first woman to train a Derby winner.

Held at Churchill Downs Racetrack in Louisville, Ky., this year’s race averaged 19.6 million viewers on NBC and Peacock, making it the most-viewed Run for the Roses on record since Nielsen began tracking average audiences in 1988.

In the week leading up to the first Saturday in May, Churchill Downs hosted a full roster of events, including 502’sDay, Winsday, Thurby, and the Kentucky Oaks (when fans watch 3-year-old fillies compete), which, for the first time, was contested in primetime and on network television.

As part of the racetrack’s ongoing renovations, the sixth-floor space, 10,000-square-foot ultra-VIP space known as The Mansion opened its private doors, revealing a $30-million refurbishment. There were improved amenities in the Finish Line Suites this year as well.

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But that wasn’t the only newness happening. This year introduced several firsts, including the Derby’s first-ever beauty partnership with L’Oréal, an MLB activation where fans were able to put their pitching skills to the test, and a limited-edition Graeter’s ice cream flavor, Bourbon Backstretch Cherry.

Returning partners also evolved their experiences for 2026, including Old Forester serving up a new signature cocktail with a fruity twist called the Perfecta and Red Bull expanding its lounge area in the Infield, which included a custom Ford F150 DJ booth with custom Red Bull cocktails.

This updated partnership strategy is part of the racetrack’s efforts to attract younger fans and the Gen Z demo. “Reaching new and younger audiences is how the brand stays relevant after 152 years,” said Casey Ramage, senior marketing and partnerships consultant for Churchill Downs Racetrack.

“Churchill Downs does this by offering onsite fans brand experiences such as beautiful photo moments around our iconic Twin Spires and partner collaborations and merchandise brands that are relevant to this audience such as vineyard vines, lululemon, and Aviator Nation,” she said.

For the fans at home, the Churchill Downs team also turned more to social media to educate the viewing audience. This year, the Derby’s social media accounts saw a 59% increase during Derby Week, Ramage added.

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As for the L’Oréal partnership, Ramage said it just made sense. “With fashion being one of the first things you think about for the Kentucky Derby experience, Churchill Downs has always wanted to partner with a beauty brand, and L’Oréal Paris is the perfect fit,” she explained.

The brand was the presenting partner of the Derby’s Green Room, where celebrities and VIPs were able to touch up their makeup and hair before walking the red carpet. L’Oréal also produced activations in the Woodford Reserve Paddock Plaza fan zone with product giveaways and surprise-and-delight makeup moments in the ladies’ restrooms.

Keep scrolling to see more from the 2026 Kentucky Derby and the brand activations and parties surrounding the historic event…

L’Oréal produced activations in the Woodford Reserve Paddock Plaza fan zone with product giveaways as well as surprise-and-delight makeup moments in the ladies’ restrooms. Photo: Courtesy of Churchill Downs Racetrack

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Because of Churchill Downs’ strong partnership with NBC, the racetrack also highlighted the network’s new relationships with both the MLB and WNBA. The MLB hosted an interactive pitch activation, where fans were challenged to test their fastball and track their throwing speed in real time. Photo: Courtesy of Churchill Downs Racetrack

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Attendees posed inside a WNBA bespoke photo moment. Photo: Courtesy of Churchill Downs Racetrack

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The WNBA logo was made out of red and white roses, as a nod to the Derby race. Photo: Courtesy of Churchill Downs Racetrack

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Apparel brand vineyard vines marked its 16th year as the Official Derby Style with on-site activations, including a fully branded stage in the Infield, featuring live entertainment and giveaways such as its fan-favorite whale hats, sunglasses, and more. Photo: Courtesy of vineyard vines

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Fully wrapped F-150s and Broncos in a vineyard vines print were located at the track’s “First Turn.” Photo: Courtesy of vineyard vines

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Sports Illustrated Resorts’ Club SI hosted guests across both Oaks and Derby Day at Churchill Downs. The exclusive hospitality suite offers a view of the paddock and paddock runway. SI Swim model Camille Kostek hosted Oaks Day, while commentator Nate Burleson led Derby Day. Photo: Courtesy of Authentic Live, a Division of Authentic Brands Group

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Guests received custom caricature illustrations in the hospitality suite. Photo: Courtesy of Authentic Live, a Division of Authentic Brands Group

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Sports Illustrated, in partnership with J Wagner Group, closed out Derby weekend with its third annual late-night celebration, Revel at the Races presented by DraftKings, which was headlined by Tiësto and held at Ice House. Photo: Courtesy of Authentic Live, a Division of Authentic Brands Group

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As the official apparel partner, Ted Baker presented a branded photo moment. Photo: Courtesy of Authentic Live, a Division of Authentic Brands Group

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Verizon served as the exclusive wireless partner, offering expedited entry via a dedicated fast lane and ticket access through Verizon Access. Photo: Courtesy of Authentic Live, a Division of Authentic Brands Group

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As the official bourbon partner, Maker’s Mark served up premium cocktails. Photo: Courtesy of Authentic Live, a Division of Authentic Brands Group

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HydroJug provided on-site custom engraving, delivering a personalized takeaway for guests. Photo: Courtesy of Authentic Live, a Division of Authentic Brands Group

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The Derby experience starts long before the bugle sounds at Churchill Downs, so Delta turned the journey to the Louisville Muhammad Ali International Airport into a spirited ride. On May 1 and 2, in partnership with Brown-Forman, Delta offered travelers in the Atlanta and JFK Delta Sky Clubs a bespoke Mint Julep syrup. Once onboard their flights, passengers could pair it with Woodford Reserve bourbon to craft a cocktail. Photo: Courtesy of Delta

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The airline also surprised travelers with arrival and departure goody bags on April 30 and May 3 at the Louisville airport. Photo: Courtesy of Delta

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Crew members donned fascinators to close out the weekend. Photo: Courtesy of Delta

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Herradura returned with its official cocktail, the Horseshoe Margarita. The brand also collaborated with Q Mixers on a new track-wide cocktail featuring Herradura Reposado called the Paddock Paloma. Photo: Courtesy of Herradura

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Bryian Duncan Jr. flips from Kentucky to West Virginia

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Bryian Duncan Jr. flips from Kentucky to West Virginia


The Kentucky Wildcats have had some fits with West Virginia over the past few days, as the baseball team was sent home by the Mountaineers on Monday night. Now, they have flipped a Wildcat commit.

Bryian Duncan Jr., a Cario, Georgia native, committed to the Wildcats in March and has now flipped to West Virginia. The 3-star running back had a recent visit to Morgantown, then announced his commitment to the Mountaineers.

Duncan, a 5-foot-9 player who can play out wide and at running back, is the No. 60-ranked ATH in the nation and the No. 89 player in Georgia, according to 247 Sports. He’ll play in the Big 12 with the Mountaineers, giving himself a good opportunity to become a true gadget guy with legit speed.

This isn’t a big disappointment for the Wildcats, as they’ll collect nearly 10 commitments as the summer rolls on and already have a pretty loaded RB room for the class of 2027. Kelsey Gerald and Mason Ball are two tailbacks who have already pledged their commitment to the program.

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Head coach Will Stein and Co. have been stellar on the recruiting trail as they have the 13th-best class overall and the fourth-ranked class in the SEC, according to 247 Sports. Expect the Cats to pick up a few more commits here soon and rise in the rankings.



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Way-Too-Early Louisville 2026 Opponent Preview: Kentucky

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Way-Too-Early Louisville 2026 Opponent Preview: Kentucky


LOUISVILLE, Ky. – With the summer months now on the horizon and rosters across college football now firmly set in stone, Louisville Cardinals On SI will provide way-too-early previews for each opponent on their 2026 schedule.

Concluding our way-too-early preview series, we have the Cardinals’ Governor’s Cup matchup at Kentucky:

Kentucky Wildcats

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2026 Meeting: Saturday, Nov. 28 at Kroger Field in Lexington, Ky.
Last Meeting:
 Louisville won 41-0 on Nov. 29, 2025 at L&N Stadium in Louisville, Ky.
All-Time Series: Kentucky leads 19-17

It’s a new era in Lexington. Following a 13-year run that saw him become the winningest head coach in Kentucky history, Mark Stoops was fired following back-to-back losing seasons, including a 5-7 campaign this past year that ended with a 41-0 beatdown from the Cards. Oddly enough, taking over the Wildcats is Louisville native and former UofL quarterback Will Stein, who spent the previous three seasons on the west coast as the offensive coordinator at Oregon.

During his time with the Ducks, Stein developed a reputation as one of the top young offensive minds in the sport. He and new offensive coordinator Joe Sloan inherited an offense that ranked 103rd in the nation at just 341.1 yards per game, and they used the transfer portal to almost completely retool this unit.

There was hope that local product Cutter Boley would stay for the regime change. But after his transfer to Arizona State, Kentucky had to dip into the portal to land their quarterback, eventually landing Notre Dame’s Kenny Minchey. Considering that the Fighting Irish have had Sam Hartman, Riley Leonard and C.J. Carr during his time in South Bend, Minchey has exclusively been a backup, only going 23-of-29 for 212 yards through the air, with 96 yards and two scores on the ground. That being said, the former blue chip prospect has a high ceiling due to his talent level, and has a chance to thrive in his first opportunity as a starter. (Sound familiar?)

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As far as Minchey’s cast of characters to throw to, Kentucky sports a good mix of transfers and returners here. Wide receiver Hardley Gilmore IV returns following a 28 reception/313 yards/one touchdown season, as does tight end Willie Rodriguez, who caught 23 passes for 310 yards and a score. LSU’s Nic Anderson (38 catches for 798 yards and 10 touchdowns in 2023 at Oklahoma) and Southern Utah’s Shane Carr (50 receptions for 744 yards and four touchdowns) also join the fold via the portal. Returner D.J. Miller (13/175/2) also has a chance to have a breakout season as well.

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As far as the ground game, the Wildcats have potential here, albeit with a massive injury question. C.J. Baxter transferred in from Texas, and when healthy, has shown to be a special player when he touches the ball. However, following a true freshman campaign where he totaled 815 yards from scrimmage, he’s been limited to only nine games played over the last two seasons. Even if Baxter is healthy, expect Oklahoma transfer Jovantae Barnes to get some reps as well, as he rushed for 1,236 yards and 11 touchdowns in his first three years with the Sooners after taking a redshirt last season.

Putting a bow on this side of the line of scrimmage is an offensive line that, on paper, should take a step forward following a 2025 season where they allowed 2.42 sacks (105th in FBS) and 6.00 tackles for loss (103rd in FBS) per game. Tennessee LT Lance Heard, Ohio State LG Tegra Tshabola and Baylor C Colton Price are all regarded as four-star transfers, with Alabama RG Olaus Alinen also joining the fold and returner Malachi Wood stepping up at RT. Time will tell how they come together as a unit and how good they can be, but there’s no doubt that the UK offensive line should be much better.

The other side of the line of scrimmage is what Stoops had traditionally been known for, but Kentucky’s defense had a down 2025 season by their standards, giving up 374.2 yards (67th in FBS) and 26.4 points (75th in FBS) per game. Stein and new defensive coordinator Jay Bateman take over a defense that loses a lot of production and is relying heavily on multiple players stepping up, but does return a few impact guys.

The Wildcats were mostly mediocre in terms of their ability to get in the backfield last season, ranking 64th nationally in sacks (2.08 per game) and 52nd in tackles for loss, but do have some continuity on the defensive line. Sack leader Mi’Quise Humphrey-Grace (31 tackles, 7.0 for loss, 3.5 sacks, 1 fumble) is running it back, with fellow returners Lorenzo Cowan (13 tackles, 4.5 for loss, 2.5 sacks, 2 fumbles) and Sam Greene (25 tackles, 3.0 for loss) rounding out a good rotation at edge rusher. The middle of the line will mainly be anchored by Tavion Gadson (28 tackles, 4.0 for loss, 2.5 sacks), with Purdue’s Jamarrion Harkless (13 tackles, 2.5 sacks) and LSU’s Ahmad Breaux (19 tackles, 2.5 for loss) rounding out the primary rotation at tackle.

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The middle of the field at linebacker is where Kentucky’s defense has the most questions. Sure, they do return Grant Godfrey, who was the ‘Cats’ seventh-leading tackler at 34 (along with 2.0 for loss). But returner Antwan Smith, plus Texas’ Elijah Barnes and Arkansas’ Tavion Wallace, combined for just 12 tackles last season at their respective schools. This trio will all have to take a collective step forward so that the burden at linebacker is not all on Godfrey.

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The Wildcats struggled mightily when it came to defending the pass last season, allowing 239.9 passing yards per game for the 104th-ranked passing defense in the FBS. Heading into the 2026, their secondary should be able to hold their own despite losing a few impact players.

At cornerback, Nasir Addison (13 tackles in four games) Grant Grayton (16 tackles, 3 PBUs, 1 interception) and Terhyon Nichols (18 tackles, 5 PBUs) are all running it back, with Western Carolina’s Hasaan Sykes (49 tackles, 4.0 for loss, 2.0 sacks, 3 interceptions, 5 PBUs) entering the mix. Kentucky has a great one-two punch at safety in returner Ty Bryant (Team-best 76 tackles, 2.0 for loss, 4 interceptions) and Florida’s Jordan Castell (54 tackles, 2 interceptions), but much like at linebacker, their depth on the back end does not have a lot of production.

Overall, year one under Will Stein could have a high ceiling, but it also seems to have a low floor. Their offense will rely a lot on Minchey’s capabilities in his first year as a starter, and their defense is putting faith in a lot of guys to make progress in new and bigger roles. Louisville could either have a battle on their hands, especially with this game being in Lexington, or win their third straight blowout.

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(Photo of Will Stein: Michael Clevenger – Courier Journal / USA TODAY NETWORK via Imagn Images)

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Washington County reflects on recovery 1 year after deadly EF-2 tornado struck the area

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Washington County reflects on recovery 1 year after deadly EF-2 tornado struck the area


WASHINGTON COUNTY, Ky. (LEX NEWS) — One person died and several others were injured when an EF-2 tornado tore through Washington County on May 30, 2025.

A year later, Emergency Management Services Director Kevin Devine is now reflecting on the scene left behind.

“It looked like a bomb went off in several houses,” Devine said.

The tornado left widespread destruction in its path.

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Community mourns Ron Hill, victim of Friday’s Washington County tornado

“It was just trees mangled, a house blew off, windshields, vehicles cracked and moved,” Devine said.

The tornado touched down on Long Run Road, a rural one-lane road. Crews used chainsaws to cut through debris to clear a path for ambulances.

Access to the area proved difficult for emergency responders.

“It had rained a lot so if you got off the road a little bit you had a chance of getting stuck,” Devine said.

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Devine, who has served as director of Emergency Management Services for more than two decades, called the response his toughest experience in that role.

“It was a challenge getting in and out and getting people in and out because everybody’s trying to go both ways,” Devine said.

The search and rescue operation took nearly 100 volunteers from multiple counties.

Now, as the county plans for future severe weather events, Devine said he does not see Washington County adding to its six warning sirens already in place — outside of some additional communication efforts with neighboring communities.

“We’re such a rural county, we can’t really put them next to every house,” Devine said. “With the news the way it is you now can get your warnings on your phone pretty easily.”

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At the site on the hill above Long Run Road, recovery has taken a personal shape. Tonya Orberson lost her fiancé, Ronnie Hill, in the tornado. According to Devine, she now has a new home, complete with a basement.

Devine credited the community for making that recovery possible.

“They really pitched in and helped,” Devine said.





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