Kentucky Derby 2025 Reveals Dazzling New Partnerships, Global Brands, and Bold Experiences
Get Ready: This Year’s Derby Is Racing Far Beyond the Track
Churchill Downs Racetrack has officially pulled back the curtain on its 2025 Kentucky Derby partner lineup—and it’s a high-stakes blend of global flair, high fashion, fine flavors, and unforgettable activations. Set for May 3, the 151st running of the Kentucky Derby, presented by Woodford Reserve, is shaping up to be more than a horse race. It’s an all-out showcase of style, spectacle, and sensory overload.
Flavors Take the Lead: Culinary Brands Saddle Up
Food and drink brands are riding in strong again this year. Brown-Forman continues its decades-long presence at the Derby, featuring an elite $5,000 Woodford Reserve Mint Julep experience alongside fan-favorite Old Forester and Herradura cocktails. For guests looking to refresh on the go, White Claw will deliver its signature seltzers with an immersive activation space in the Infield.
Red Bull is upping its Derby game with the U.S. debut of its Summer Edition White Peach flavor, and Jackson Family Wines brings back its La Crema pop-up and Kendall-Jackson sampling stations. New this year: Wisconsin Cheese is making a debut with premium samplings and a mobile cheese cart circulating among VIP suite areas.
Style, Sophistication, and Customization on Display
Fashion is more than just dress code at the Derby—it’s part of the event’s identity. Longines is returning with its timeless watches and high-end boutique inside the Turf Club. vineyard vines, the Derby’s Official Style brand, celebrates its 15th Derby with bold designs and a new role as presenter of the Infield stage.
Retail Row is also making a comeback. Set in the Woodford Reserve Paddock Plaza, the experience brings back names like Radley London and Brackish, and welcomes cowboy boot powerhouse Tecovas, which will offer custom fittings and branded products on-site.
Roses, Recognition, and a Nod to Tradition
The official flower of the Derby—the rose—is getting its spotlight thanks to Passion Roses. Their signature touch will appear in custom boutonnieres and keepsake floral displays. Meanwhile, Kroger is once again crafting the iconic Garland of Roses and displaying it in the Paddock Plaza on Derby Day morning.
New community events are also taking root. Resolute Racing is presenting WINSDAY, a Derby Week event supporting Louisville’s nonprofit community. The brand will also hand out Best Turned Out awards to recognize grooms for their meticulous work on both Oaks and Derby days.
Hospitality and Celebrity Blend Behind the Scenes
Olivia “Livvy” Dunne and Jayson Werth will be mingling with guests, bringing a dose of star power. Guests in premium areas will be treated to gourmet chocolates courtesy of Sentient Jet. Romeo y Julieta will also be back with a signature cigar lounge near the Clubhouse.
Going Global: Japanese Gaming Brand Enters the Chat
Cygames, a Japanese video game company, is breaking new ground as the first of its kind to partner with Churchill Downs. Its Infield demo booth will preview games like Umamusume: Pretty Derby and Shadowverse: Worlds Beyond, giving fans a first look at upcoming English releases.
Big Tech and Bigger Horses: Behind-the-Scenes Engines
On the operations side, Ford is making its presence known with “The Pony” mocktail and branded spaces. SAP continues to drive data decisions behind the scenes, while newcomers like Veritas Prime are improving staff systems. Lumen ensures that everything from fan interactions to security stays connected across the track.
Special Event: Taste of Derby Returns
Guests can get a preview of Derby flavor at Taste of Derby, where brands like Q Mixers, Woodford Reserve, and Longines will offer samplings and experiences. Official Derby artist Tyler Robertson will also be on-site signing exclusive event artwork.
Tickets, Broadcasts, and Where to Get the Goods
The 151st Kentucky Derby airs on NBC and Peacock May 3. The Longines Kentucky Oaks airs May 2 on USA Network and Peacock. Official merchandise is available now at KentuckyDerbyStore.com, and fans can explore full race and event details at KentuckyDerby.com. Tickets are available via the official website or by calling (502) 636-4447.
This Year’s Takeaway
The 2025 Kentucky Derby is proving once again that it’s not just about the race. It’s a spectacle that balances classic tradition with forward-thinking partnerships, international crossovers, and immersive brand experiences. With global brands stepping into the spotlight and legacy names refining the Derby’s signature look and feel, fans can expect a weekend packed with flavor, fashion, and firsts.