Yes, it’s part of the Triple Crown, but as a brand it’s always sort of stood alone, apart from the Belmont Stakes and The Preakness. I can’t remember the first time I heard the words, “The Kentucky Derby” and I grew up in place as far from the trappings of “upscale horsey” as you can imagine.
The KB is a brand that fulfills its promise every year. The U. of Louisville band, the ladies of all ages in hats, the owners, the trainers, the jocks and, of course, the horseflesh. It’s cool yet steeped in tradition like few things are in the USA. There can be tragedy among great and stirring drama at this event. But that’s not what attracts the people. And the same gaggle of marketers who market to the up-market demographic, the ones who line up every year for TV spots in golf tournaments and tennis, adore the action at Churchill Downs. Can’t blame ‘em. You can smell the money, young and old, as an old agency pal of mine use to say. I don’t have a bet down tomorrow, but I’ll be watching. Along with a whole lot of other people. It’s not the Super Bowl. But name another big-time sports event that takes just a few minutes and draws this kind of visibility. Or cash.
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