In one of the craziest Kentucky Derby. finishes ever, Rich Strike took home 1st at 80-1 odds, the largest in Derby history. The broadcast on NBC saw a 14% increase in the number of brands leveraging the over 15 million viewers this year, an 8% increase in viewership.

BMW was the newest addition to the Derby’s sponsorship list signing on as the Official Luxury Vehicle. With BMW entering the race for the first time, which brands have been capitalizing on the Derby’s viewership the longest?

Woodford Reserve has been the Official Bourbon of the Derby since 1999, the longest partnership to date. Longines and Vineyard Vines have also been Derby sponsors for over a decade with partnership starting in 2011.

*Photo From Churchill Downs Website

During the Derby, Churchill Downs owned brands TwinSpires and Brisnet also saw exposure throughout the race and events before and after.

A sponsor since 2020, Ford was visible at multiple points throughout the race including at the starting line for all to see. Ford was also visible across barrier signage throughout the course as well as on a large fixed wallscape on top of the stable.