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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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Cyclosporiasis spreads across Kentucky

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Cyclosporiasis spreads across Kentucky


BOWLING GREEN, Ky. (WBKO) – Cyclosporiasis is a microscopic parasite that can contaminate food and water — is making people sick across several states, including Kentucky.

Dr. Patricia Tellez-Watson said, the illness is caused by Cyclospora cayetanensis and spreads when someone ingests contaminated food or water. “It is an intestinal infection caused by this water-borne, food-borne microscopic parasite,” she said.

Symptoms can include diarrhea, nausea and vomiting.

Tellez-Watson said, cases are often sporadic, but outbreaks can happen — especially during hot, wet months, when the parasite can survive in the environment long enough to become infectious.

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Health experts recommend taking extra precautions with food and water. Washing hands and thoroughly rinsing produce before eating or cooking can reduce risk.

Watson also urged people to be cautious with fresh produce, particularly pre-packaged items, and to consider using bottled water.

Officials have confirmed cases in Bowling Green, though it’s unclear how many.

Copyright 2026 WBKO. All rights reserved.



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Drafted by Reds, Matt Ponatoski enrolls at University of Kentucky

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Drafted by Reds, Matt Ponatoski enrolls at University of Kentucky


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  • Moeller two-sport star Matt Ponatoski had a decision to make after being drafted by the Cincinnati Reds.
  • Ponatoski chose to enroll at Kentucky where he could play both baseball and football.

Dual-sport star and Moeller alum Matt Ponatoski’s final decision still awaits, but signs are pointing towards Lexington, KY.

After committing to the University of Kentucky as both a quarterback and pitcher, Ponatoski was selected in the 18th round (No. 542 overall) of the 2026 MLB Draft by the hometown Cincinnati Reds. While Ponatoski was ranked No. 208 on the MLB’s draft board and expected to be selected higher, doubts around whether he intended to go pro this year caused his stock to fall.

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Ponatoksi has until the MLB’s signing deadline on July 27 to make a final decision, but the Moeller product has seemingly signaled his intention to stick with the University of Kentucky. He enrolled at the University of Kentucky on Wednesday, July 15, per a Kentucky Sports Radio report, indicating he will join the Wildcats football team in the fall.

The Man of Moeller was just the third player in the history of the Gatorade Player of the Year award to win for two different sports in the same season. Doing so in his junior year, he joined Pro Football Hall of Fame receiver Randy Moss and National Baseball Hall of Fame catcher Joe Mauer.

For Wildcats football, Ponatoski would come in as a four-star quarterback prospect and helped give new head coach Will Stein a top-25 recruiting class in the nation. He threw just one interception in his senior season for the Moeller Crusaders, completing 66% of his passes for 2,395 yards and 28 touchdowns.

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For Kentucky baseball, Ponatoski would join up with fellow freshman and former Louisville Trinity pitcher Grayson Willoughby, who won Kentucky Mr. Baseball and withdrew his name from the draft. Willoughby, a top-rated pitching prospect, felt MLB teams were attempting to low-ball him and thus chose to stick with the Wildcats. Ponatoski is fresh from a season leading Moeller to the state championship game, recording a 1.37 ERA on the year.



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Evergreens earns Best of Kentucky Award ahead of two-year anniversary

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Evergreens earns Best of Kentucky Award ahead of two-year anniversary








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On July 14, customers gather at Evergreens.

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PADUCAH — Evergreens Plant Shop, Coffeehouse and Wine Bar announced Friday that it has received the Best of Kentucky Award — an annual voter’s choice award that highlights Kentucky’s favorite and finest establishments.

According to Guide to Kentucky, the Best of Kentucky Award is the highest designation it awards to businesses that receive the most votes from the commonwealth. On Tuesday, Evergreens Owner Jean Alford explained what the award means, how the business began, what she believes has contributed to Evergreens’ success and her reaction to the award.

“I was astounded,” Alford said. “Honestly, it’s a testament to our loyal customers. When we were nominated, we were emailed a form that said, ‘Vote for best coffeehouse.’ I had them at the doors, I had them in the restrooms, I had them at the register, on the tables — friends, family alike.”

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She added that the customers and staff are what have brought her passions — and Evergreens — to life during the last few years.

“I wanted to create an environment that was community-friendly. People can come play games. People can come meet,” Alford said. “When I was traveling from Chicago to move here, that’s what I was looking for.”







wine bar at evergreens

Evergreens Plant Shop, Coffeehouse and Wine Bar announced Friday that it has received the Best of Kentucky Award — an annual voter’s choice award that highlights Kentucky’s favorite and finest establishments.

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Before opening Evergreens, Alford said she had developed a passion for plants, which led her to obtain her nursery license. She then began selling her plants at the farmer’s market, but she faced difficulties maintaining their condition during harsh weather and while traveling. This ultimately led to the search for a designated property — and the creation of Evergreens.

“We actually started this process in 2023,” she said. “I saw this spot, and I just thought this would be great because it’s on the other side of town, it’s by the college, it’s by the interstate, and I loved this loft.”

The location of Evergreens is one aspect that Alford attributes to earning the Best of Kentucky Award, and she said the focus has been on creating a welcoming atmosphere for everyone.

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“If you’re a parent, and you work all day, and you pick your child up, and you just want to have one-on-one time with them, play a board game, let them do homework while you work on your laptop — those were thoughts that were going through my mind,” Alford said.

Additionally, being located near West Kentucky Community and Technical College has also provided opportunities for Evergreens to cater to college students and their needs.

“When we first opened, we had some students and teachers. It took a minute, and then I got a phone call asking if I would — last year on [WKCTC’s] Giving Day — donate coffee to the students and staff,” she said. “So, I did. I went there, popped up a tent and handed out coffee.”

The menu is another way Alford said Evergreens aims to welcome everyone, having expanded it to include energy drinks, lemonades, teas, dirty sodas, Italian sodas, shakes and smoothies.



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On July 14, a crocheted frog enjoys an ice cream cone while resting on an Evergreens countertop.




Above all, Alford highlighted the importance of supporting the community and recognizing that there is room for everyone, even when it comes to businesses offering similar products.

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“It’s not easy, especially after opening and then several coffee places opening up, but I think each one [is] unique — some are drive-throughs, some are not [and] some you can sit down and eat,” she said. “We’re not in competition. There’s room for everybody. Everybody has their own unique thing, and I think that the most important thing is — support a local business.”

In light of the shop celebrating its second anniversary this July, Alford said her favorite part of owning Evergreens has been the customers and their shared passions.

“It’s such a joy that people like or get excited about what you’re passionate about — when you see the ladies that love the plants or the decor,” Alford said. “We also have some local artists that feature their stuff, and that’s very exciting for me, too — to be able to have that.”

To celebrate both the anniversary and the Best of Kentucky Award, Evergreens will be hosting a Community Appreciation Day on July 29 during business hours.

“In the morning, we are going to do some type of offer. We’re going to do a game — a spin-the-wheel when they come to the register to order — and they might get a free beverage, or they might get a discount, or they might get a free pastry,” Alford said.

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She also noted that, from 3 p.m. to 6 p.m., there will be live music in addition to the spin-the-wheel prizes and discounts.

“We are incredibly honored and deeply humbled by this recognition,” Alford said. “When we first opened our doors, our goal wasn’t just to serve great coffee, but to build a welcoming space for our community. This award is a testament to our hardworking team and the amazing customers who support us every single day.”



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