The Kentucky Derby, a long-standing American tradition since 1875, is actively seeking to appeal to younger audiences, particularly Generation Z. Casey Ramage, the vice president of marketing, announces a shift in strategy to engage viewers aged 18 to 80 through social media and influencer partnerships. This year, the Derby is introducing its first official mocktail, 'The Pony', catering to younger attendees, many of whom are under the legal drinking age. By combining traditional elements with contemporary branding, the Derby aims to sustain its relevance across generations.
On the first Saturday of May, millions of Americans tune in to the Kentucky Derby to watch horses and their jockeys compete on the Churchill Downs racetrack in America's longest-running sporting event.
Churchill Downs is looking to modernize the event for new viewers by embracing old traditions while also introducing brand partnerships that appeal to Generation Z.
It's our responsibility to stay relevant and always be recruiting that next generation of fans.
To attract those Gen Z fans to pay more than $100 to enter the event, the Derby is partnering with influencers.
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