Sports Illustrated and Churchill Downs Partner for 150th Kentucky Derby Celebration

Churchill Downs, the company, and Sports Illustrated have joined forces in a long-term agreement, coinciding with the 150th Kentucky Derby celebration. The collaboration includes rebranding the exclusive “1895 Club” at the track as the “Sports Illustrated Club.” This newly designated space will offer a premium dining atmosphere with exceptional sightlines of the paddock and racing surface.

Churchill Downs is in the midst of a significant $200 million modernization, and the alliance with Sports Illustrated is a crucial element in their plan to enhance the visitor experience. Their goal is to combine the excitement of equestrian competition with a dash of opulence, and the “Sports Illustrated Club,” embellished with memorable magazine fronts and Derby recollections, embodies this concept.

Authentic Brands Group’s high-ranking official, Michael Sherman, conveyed enthusiasm about introducing the Club SI atmosphere to Churchill Downs, underscoring the publication’s enduring association with the celebrated course. He stressed that Club SI would fuse the brand’s traditional aspects with a contemporary and opulent feel, providing patrons with upscale cuisine, top-shelf beverages, and exceptional vantage points of the races. The 150th anniversary of the Kentucky Derby would be further enriched by distinctive equine encounters within the establishment.

In addition to the Derby celebrations, Churchill Downs Incorporated also debuted its novel Derby City Gaming Downtown, a gaming and entertainment locale intended to embody the essence of the Kentucky Derby.