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.

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.

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}

^{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}

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

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

^{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}

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

^{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}

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

^{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}

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

^{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}

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

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

^{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}

^{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}

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

^{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}