Angry Orchard and Corona Extra are New Kentucky Derby Partners
The 2018 Kentucky Derby is May 5, which coincides with the celebration of Cinco de May on the same day. And Churchill Downs has divided up its beer sponsorship to include at least two new partners for the Kentucky Derby. One is Corona Extra, the Mexican pale lager that is one of the top selling beers worldwide. The other is Angry Orchard, the new official hard cider.
Churchill Downs has ended its six-year partnership with Stella Artois as the official beer sponsor.
The financial terms and length of the new deals were not disclosed, but vice president of partnerships at Churchill Downs Kristin Warfield said Corona Extra and Angry Orchard will be joined by two more beer sponsors expected to be a craft beer and a domestic beer partner.
Corona officials announced the sponsorship in a news release.
“For Corona, Cinco de Mayo is our unofficial start to summer, and we will be bringing the fiesta and beach vibes to the infield at the historic Kentucky Derby,” said John Alvarado, vice president of marketing for Corona Extra. “We are excited to be a part of this legendary race, and we look forward to joining the fun and inviting fans to celebrate with us to make this Cinco and Derby weekend the best yet.”
Derby guests will be able to join in on the Corona de Mayo fiesta that will be held at the beer brand’s “activation zone” in the Churchill Downs infield, according to the news release. Corona officials also will have retail promotions throughout the U.S. as part of the sponsorship and will be hosting Derby viewing parties while also promoting the Derby through its social media networks.
The Derby attracts about 19 million television viewers and a live audience of more than 160,000 attendees. Those fans will enjoy betting on Derby day while having a beer, and Corona Extra is most excited to join the Derby party.
“We are excited to be a part of this legendary race, and we look forward to joining the fun and inviting fans to celebrate with us to make this Cinco and Derby weekend the best yet.”
The shakeup with beer sponsors is the latest in a series of partnership changes for the 2018 Kentucky Derby.
Woodford Reserve has replaced Yum Brands, Inc as the presenting sponsor of the Derby while Coca-Cola is now the official soft drink sponsor of the Derby, replacing Pepsi.