Executive Summary
Hats. Thoroughbreds. Stallions. Mint Juleps. The first Saturday of every May. The Kentucky Derby, affectionately known as “The Run for the Roses®” and “The Most Exciting Two Minutes in Sports™,” is the longest-running sporting event in North America. Since 1875, it has become an iconic celebration of tradition, pageantry, and racing excellence. In 2024, the Derby celebrated its 150th running, marking an extraordinary milestone that highlighted its resilience through wars, global upheavals, and even a pandemic. This historic edition broke records across the board: total wagering hit $320.5 million, with $210.7 million bet on the Derby alone. The race captivated 20.1 million broadcast viewers across 174 territories—a 13% year-over-year increase—while over 157,000 fans gathered at Churchill Downs to experience the magic live.
Submitting Organization: Churchill Downs Racetrack
Photo Credits: Andrew Kung Photography / Churchill Downs Racetrack
Detailed Nomination
The Kentucky Derby is more than a race—it’s a cultural institution and a pinnacle of American sport. Since 1875, this iconic event has captivated generations of fans with a spectacle that blends tradition, pageantry, and world-class competition. In 2024, the Derby reached a historic milestone: its 150th running. As the longest continually held sporting event in North America, the Kentucky Derby has withstood world wars, pandemics, and generational change. The 150th edition was a celebration of legacy and reinvention, an unmatched showcase of innovation, entertainment, and community impact that made it the most ambitious Derby to date.
Churchill Downs used this milestone to redefine the guest experience and set a new standard for global sporting events. At the heart of the 150th celebration was a $200 million Paddock renovation, doubling capacity and introducing immersive, luxury hospitality clubs like the Woodford Reserve Paddock Club and Sports Illustrated Club SI. These venues offered fans exclusive rail-side views, underground paddock access, private betting parlors, curated dining, and bespoke bourbon tastings—marking the closest access guests have ever had to the heart of Derby action.
Innovation extended to fashion and content. Churchill Downs debuted its first-ever Kentucky Derby Style Guide in collaboration with Zanna Roberts Rassi, generating over 547 million media impressions. It also partnered with the Unwell Network and Gen Z tastemakers like Alex Cooper and Alix Earle to modernize the Derby’s image for younger audiences through influencer content and live podcasting from Churchill Downs.
The 150th Derby broke records across every measurable category. Attendance soared to 156,710 on race day and 386,982 during Derby Week—up 10% year-over-year. Betting also hit an all-time high with $320.5 million wagered on Derby Day and $228 million in Q2 revenue—up $49.7 million from 2023. Sponsorships generated a boost, thanks in part to 16 new partners, including Sports Illustrated, SAP, PopCorners, and the Unwell Network. Merchandise sales grew 66% year-over-year, driven by an expanded licensing program and fashion-forward brand partnerships with Brackish, vineyard vines, Aviator Nation, and more.
Broadcast reach was equally impressive. NBC and Peacock drew a record-breaking 20.1 million viewers across 174 global territories, a 13% increase over 2023. On the PR front, Churchill Downs secured 249 media placements in top-tier outlets, earning 1.8 billion impressions, plus 225 pickup stories that reached a potential audience of 9.6 billion.
The 150th Kentucky Derby didn’t just entertain—it led the industry in redefining how a legacy sports brand can remain culturally relevant. Through thoughtful partnerships, influencer integration, premium hospitality, and global media engagement, the Derby demonstrated a powerful model for growth without sacrificing authenticity. From curated at-home menus by Martha Stewart to speakeasy bars, interactive fashion pop-ups, and behind-the-scenes media experiences, Churchill Downs turned the Derby into a multi-channel, experiential brand that resonates across generations.
The Derby’s expansion into youth culture, luxury experiences, and civic engagement reaffirms its leadership in the premium events and hospitality sector. The event’s seamless ability to marry 150 years of history with forward-thinking innovation is a benchmark for other global sporting institutions to follow.
Churchill Downs also used the anniversary year to give back. In partnership with Gallopalooza, it sponsored 150 artist-designed horse statues to beautify Louisville. Employees also volunteered with local nonprofits such as New Directions, Second Stride, and the Brightside Foundation. The event also incorporated citywide partnerships with Louisville’s pro sports teams and organizations to create a shared sense of pride and celebration, transforming the 150th Derby into a community-wide movement.
The 150th Running of the Kentucky Derby was a triumphant fusion of tradition and transformation. It raised the bar for what a legacy sporting event can achieve—delivering record-breaking performance, elevating the guest experience, modernizing its brand, and deepening cultural and community ties.
