Churchill Downs Inc. has signed a multiyear agreement with Sentient Jet to make it the first official private aviation partner of the Kentucky Derby.
As part of the deal, Sentient Jet will offer exclusive benefits to its clients and guests of Churchill’s most famous races, including tickets to the Derby and the Kentucky Oaks, hospitality, and a VIP experience. Financial terms of the agreement were not disclosed.
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The private aviation company sees a good fit with the Derby’s high-end clients.
Photo by: GETTY IMAGES
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“In our world, the whole ecosystem surrounding horse racing is important to us, and we have clearly figured out we have significant overlap in our clientele and enthusiasts,” said Andrew Collins, Sentient Jet president and CEO. “Last year, the No. 1 sporting event for us to fly private jets to was the Kentucky Derby. I can tell you it is an extremely important event in the world of private aviation, and our expectation is that will continue to increase.”
Sentient Jet has partnered with horse racing events in the past. In 2014, it returned as the private aviation partner of The Breeders’ Cup in a multiyear deal. Prior to that, it had been the private aviation partner of The Breeders’ Cup from 2008-11.
But Churchill Downs and the Kentucky Derby have never had a private aviation partner, said Kristin Warfield, Churchill Downs vice president of partnerships. “We, same as Sentient, are very careful and circumspect before we get into a long-term relationship with someone,” she said. “We have certainly had many conversations over the years with other potential partners, but this is the first time where both sides felt like we were ready to get married.”
Also as part of the agreement, concierges at The Mansion, the most exclusive and high-priced VIP area at the Louisville, Ky., racetrack, will facilitate private air travel with Sentient Jet for guests who desire it. The experience on the jet will include Kentucky Derby-themed enhancements, such as mint julep service.
Sentient Jet also will get signage at the Churchill Downs racetrack. The details are still being worked out, but Warfield said the signage will be focused in areas that make sense for the company’s clients, who tend to be corporate executives and high-net-worth individuals. “We know Sentient’s clients are not likely partying in the infield,” she added.
One reason Sentient Jet made the deal is the company was pleased with the results of its Breeders’ Cup sponsorship, Collins said. Warfield and Kirsten LaMotte, Sentient Jet’s vice president of partnerships and events, sat down at the 2015 Breeders’ Cup at Keeneland Race Course and began negotiating the details of the Churchill deal on a cocktail napkin.
Collins noted that Sentient Jet has partnerships throughout sports, including being the official private jet provider for three NBA teams and an NHL team. It also provides air travel for other high-profile sports business executives and athletes and personalities, Collins said. “The sporting world is very important to us,” he said.
