Churchill Downs plans changes for 2026 Derby, including more ticket options
Changes are likely coming to the fan experience for the 152nd Kentucky Derby in 2026.
As the track’s parent company looks to build on its already profitable streams of revenue, race attendees could see more ticket options next year and newly renovated areas of the horse racing venue, said Churchill Downs Inc. Preisdent and CEO Bill Carstanjen.
The Louisville-based parent company of the iconic racetrack posted another round of record-setting revenue this week, driven largely by wagering at the Kentucky Derby and improved broadcast ratings. Those gains, which helped the company increase quarterly revenue 5% from the same time period last year to more than $934 million, are pushing the company to further invest in the Derby experience.
The track’s adjusted profit, according to its business results report released Wednesday and its quarterly earnings call Thursday, declined by about $1 million due to a decrease in ticketing revenue during the week of Derby and higher taxes on betting. But during the company’s second quarter earnings call July 24, Carstanjen said Churchill Downs Inc. has its sights set on five targets for long-term revenue growth from Derby week.
Those targets include different pricing for tickets during race days leading up to Derby and new broadcasting rights that will put next year’s Kentucky Oaks in NBC prime time.
“Churchill Downs racetrack and the Kentucky Derby remain the crown jewel in our portfolio and we’re excited about the strong foundation these growth catalysts provide for a vibrant and successful future,” Carstanjen said.
Run Kentucky Oaks 2026 in prime time on NBC
For the first time, next year’s Kentucky Oaks will be run in prime time. The top competition for 3-year-old thoroughbred fillies will move to the 8 p.m. slot on NBC and Peacock May 1, 2026.
No time has been announced yet for next year’s Kentucky Derby, which will run the next day on May 2.
Showing Oaks to a national audience will open up new sponsorship opportunities, which have increasingly become a large part of revenue, Carstanjen said.
And, the broadcast will remind viewers about the Derby the following day, “further amplifying awareness, engagement and wagering around our flagship event,” Carstanjen said.
Increase ticketing revenue through unique, premium experiences
The Kentucky Derby has transformed into a weeklong celebration in recent years, with three days of racing and events leading up to the Oaks and the Derby.
The week “gives us a range of different price points over the various days to attract, develop and segment our customers with the finale of the Kentucky Derby itself, where we’ve proven our ability to design and segment customer experiences at an entirely different level,” Carstanjen said on the earnings call.
“The demand for the Kentucky Derby and for Derby week tickets is growing. We will continue to deliver special customer experiences while selectively and thoughtfully pricing them based on rising customer demand, especially for our premium offerings.”
Selective renovations and capital investments
In time for this year’s Derby, the company completed its starting gate pavilion and courtyard projects on budget. Carstanjen said guest feedback about the remodeled areas has been “overwhelmingly positive.”
“Over the last decade, we have made a series of strategic capital investments at Churchill Downs racetrack aimed at elevating the guest experience during Derby week and broadening our appeal to new audiences,” Carstanjen said. “These investments have and will deliver best in class returns for our investors.”
The company has made significant progress on renovations to its finish line suites and the mansion and expects both projects to be complete on time and on budget for guests to experience at Derby 2026, Carstanjen said.
“We are also deep into planning for our next project, which will be focused on the area between the first turn building and the sky terrace,” Carstanjen said.
Increase wagering revenue, grow sponsorships
This year, the company set all-time records for wagering on the 151st Kentucky Derby, races on Derby day and during the week. Wagering on Derby was up 11% compared to last year’s all-time high and Derby day wagering increased 9%, Carstanjen said.
“By continuing to attract the best horses from around the world and benefiting from the Derby’s expanding cultural relevance, we are seeing consistent growth and wagering across the week,” Carstanjen said. “This also helps our Twin Spires horse racing business to attract both serious as well as casual bettors.”
The company intends to build on wagering growth through partnerships with FanDuel and DraftKings, he added.
As the company expands its reach nationally and globally through its online, television and in-person viewership, Carstanjen said it anticipates continued revenue growth from sponsorships.
This story was originally published July 24, 2025 at 12:59 PM.
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