Sports Illustrated and Churchill Downs launch Club SI

Lea Hogg January 10, 2024

SiGMA news

Sports Illustrated and Churchill Downs launch Club SI

Sports Illustrated and Churchill Downs Racetrack have joined forces to introduce ‘Club SI,’ an exclusive luxury dining experience focussed to elevate the excitement surrounding the Kentucky Derby.

Enhancing the Kentucky Derby experience

In a ground-breaking collaboration, the iconic sports brand, Sports Illustrated, and the historic Churchill Downs Racetrack have announced a multi-year partnership to christen a new chapter in the Kentucky Derby spectacle.

The collaboration brings forth ‘Club SI,’ a bespoke luxury experience that promises to redefine how attendees savour the magic of the annual Run for the Roses (photo above).

Unprecedented blend of history and glamour

Situated on the west side of the Paddock at Churchill Downs, ‘Club SI’ is set to make its grand debut on the opening night of Derby week, leading up to the main event on 4 May. This lavish space will immerse guests in an atmosphere adorned with iconic Sports Illustrated magazine covers, showcasing editorial features from Kentucky Derby history.

Guests at ‘Club SI’ will be treated to a unique behind-the-scenes view, overlooking the Paddock Runway. The interior, adorned with Sports Illustrated’s rich history, offers an ambiance that seamlessly merges the glamour of the publication with the thrill of the Derby.

President comments

Michael Anderson, President of Churchill Downs Racetrack, expressed his excitement about the collaboration, stating, “As we approach the 150th Kentucky Derby, we are thrilled to partner with a brand as iconic as Sports Illustrated to offer guests an enhanced way to enjoy this incredible anniversary event.”

A highlight of ‘Club SI’ will be the presence of celebrity ambassadors during the Kentucky Derby each year. Open on premium racing days, the club invites guests to indulge in gourmet dishes from the Chef’s Table Buffet. Michael Sherman, SVP Media Brands at Authentic Brands Group, commented on the significance of bringing ‘Club SI’ to Churchill Downs, saying, “Club SI will celebrate iconic elements of the brand, while hosting celebrity talent and offering guests gourmet cuisine and cocktails, a unique vantage point of the new Paddock, and a once-in-a-lifetime horse racing experience for Derby 150.”

In essence, ‘Club SI’ is set to be a nexus of history, glamour, and culinary delights, delivering an unparalleled Derby experience that combines the thrill of horse racing with the refined entertainment synonymous with Sports Illustrated.

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