2025 Kentucky Derby: How the 151-Year-Old Sporting Event and Its Partners Attracted Younger Fans

Acrowdof147,406spectatorsgathered,downfromlastyear’sattendanceof156,710,adeclinethat’slikelyduetotherainstormsthatrolledinthroughouttheday.Photo:GettyImagesLOUISVILLE,KY.—OnMay3,ChurchillDownshostedthe151strunningoftheKentuckyDerbyinLouisville,Ky. ICYMI:SovereigntyrallieddownthestretchandwascrownedthewinnerofthehistoricRunfortheRoses. Thevictorywaswatchedbyacrowdof147,406spectators,downfromlastyear’sattendanceof156,710,adeclinethat’slikelyduetotherainstormsthatrolledinthroughouttheday.However,morefanstunedinathome,withanaverageof17.7millionviewersonNBCandPeacock,thelargestaudiencesince1989andthebiggestsinceNBCtookovertherightsin2001.Theaudiencepeakedat21.8millionduringtheactualDerbyrace. IntheweekleadinguptothefirstSaturdayinMay,ChurchillDownshostedafullrosterofevents—theequivalentofsixSuperBowls,saidCaseyRamage,vicepresidentofmarketingandpartnershipsatChurchillDownsRacetrack. Theyincl