Kentucky Derby: Woodford Reserve extends sponsorship through 2027
Woodford Reserve, the bourbon brand sold by Brown-Forman, has reached an agreement with Churchill Downs Inc. to extend its presenting sponsorship of the Kentucky Derby through 2027, the companies announced on Wednesday.
Under the agreement, Woodford Reserve will continue to be known as the “Official Bourbon of the Kentucky Derby” and the formal name of the Derby will continue to be the Kentucky Derby presented by Woodford Reserve, according to the companies. Woodford has been the presenting sponsor of the Derby since 2019, and it has been the official bourbon of the Derby since 1999.
Also under the agreement, several other brands owned by Brown-Forman will be marketed in conjunction with the Derby and Derby week. Old Forester will continue as the “Official Mint Julep of the Kentucky Derby” and will be a sponsor of Thurby, the race card held on the Thursday prior to the Derby. Premium Finlandia vodka will be a featured ingredient in the official Oaks day cocktail, and Herradura tequila will be featured in cocktails sold throughout Derby week, the companies said.
The Kentucky Derby is the most valuable brand in racing. The broadcast of the Derby annually posts one of the highest ratings of the year for a sports telecast, and it is almost always the highest-rated broadcast of any racing event of the year.
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