SME Branding

The official event logos for Kentucky Derby 136 and Kentucky Oaks 136 were released Tuesday by Churchill Downs Incorporated (NASDAQ: CHDN) (“CDI” or “Company”), and officially licensed apparel and gifts items featuring the new marks are now available for purchase at www.TheDerbyStore.com.

Horses are featured prominently in both event marks, with a contemporary, athletic horse head topping the Kentucky Derby 136 logo and a curvaceous pink filly attached to the Kentucky Oaks 136 design. Both event logos also feature the Derby and Oaks “icon” marks – golden horseshoes with a red rose for Derby and a pink stargazer lily for Oaks – embedded within the overall artwork. The official Kentucky Derby 136 mark introduces a new color,  sapphire blue, to the Derby brand colors of red and gold, while a shade of plum accentuates the more feminine aspects of the Kentucky Oaks’ signature colors of pink and gold.

For the second consecutive year, the Kentucky Derby 136 and Kentucky Oaks 136 logos were designed in partnership with New York-based SME Branding, a world leader in branding and design whose client portfolio includes the New York Yankees, LPGA and Miami Dolphins.

“The new Kentucky Derby and Oaks 136 logos build upon an overall visual brand strategy introduced in 2009, which folds the ‘icon’ marks representing the Derby and Oaks brands on a year-round basis into a larger event logo design,” said Edward M. O’Hara, SME’s chief creative officer and senior partner. “A horse race is at the heart of the Derby brand, and reintroducing equine images to this year’s logo collection allows us to blend the tradition of premium horse racing with fresh colors and text styles that communicate the Derby and Oaks’ modern-day relevance and constant evolution.”

Kentucky Derby 136 and Kentucky Oaks 136 products currently available for purchase at www.TheDerbyStore.com include Polo shirts, long and short-sleeved T-shirts, hats, a jacket and a poster of past winners. Additional apparel and gift items, including the collectable Kentucky Derby mint julep glassware, are scheduled for release later this fall prior to the holiday season.

Last month, Churchill Downs Incorporated also introduced the rollout of a new Kentucky Derby Icon collection, featuring merchandise with non-dated versions of the Kentucky Derby and Kentucky Oaks logos and icons.

Media outlets may obtain high-resolution copies of the Kentucky Derby 136 and Kentucky Oaks 136 logos for editorial use by logging on to www.CDILogos.com and submitting an online request form.

The Kentucky Derby Presented by Yum! Brands is annually staged on the first Saturday in May at historic Churchill Downs in Louisville, Ky. Inaugurated in 1875, the legendary 1 ¼-mile race for 3-year-old Thoroughbreds is the oldest continuously held sporting event in North America and the first leg of horse racing’s challenging Triple Crown series. The Kentucky Derby is often called “The Run for the Roses,” “The Greatest Two Minutes in Sports” and “America’s Race” and typically attracts a crowd in excess of 150,000.

In recent decades, the day prior to the Kentucky Derby, known as Oaks Day, has grown to become the second largest attended horse race in America with a crowd of more than 100,000. The highlight of the day is the Derby’s sister race, the Kentucky Oaks, which is the nation’s premier race for 3-year-old fillies. Its focus on fashion and celebrities rivals Derby Day and now features a “Ladies First” theme, complete with a “Pink Out” to raise awareness and funds for breast cancer in partnership with Susan G. Komen for the Cure©.

Churchill Downs Incorporated (“CDI” or “Company”), headquartered in Louisville, Ky., owns and operates world-renowned horse racing venues throughout the United States. CDI’s four racetracks in Florida, Illinois, Kentucky and Louisiana host many of North America’s most prestigious races, including the Kentucky Derby and Kentucky Oaks, Arlington Million, Princess Rooney Handicap and Louisiana Derby. CDI’s racetracks have hosted seven Breeders’ Cup World Championships. CDI also owns off-track betting facilities and has interests in various advance-deposit wagering, television production, telecommunications and racing services companies including 50-percent interest in the national cable and satellite network HorseRacing TV, that support the Company’s network of simulcasting and racing operations. CDI trades on the NASDAQ Global Select Market under the symbol CHDN and can be found on the Internet: www.ChurchillDownsIncorporated.com.

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Churchill Downs Incorporated  has introduced a new Kentucky Derby Icon Collection at www.TheDerbyStore.com, marking the first time that non-dated versions of the Kentucky Derby logo and icon mark have appeared on officially licensed apparel and gift items.

The initial rollout of the 12-piece collection features a Ladies’ Reversible Quilted Vest; a Men’s WindTech Windshirt by Cutter & Buck; a Men’s Birdseye Polo by Cutter & Buck; a Ladies’ Polo by Cutter & Buck; a Men’s Micro Fleece Vest; a Quilted Tote Bag; a Square Canopy Umbrella; a Ladies ¾-Sleeve Polo; an Ale Glass Set; a Cap; a Leather Key Tag; and a Derby Oaks Recycled Tote Bag.

Additional product offerings from the Kentucky Derby Icon Collection, as well as Kentucky Derby 136 and Kentucky Oaks 136 event logos and officially licensed merchandise, are scheduled for release later this fall.

The non-dated versions of the Kentucky Derby and Kentucky Oaks logos were designed in partnership with SME Branding, a world leader in branding and design based in New York City, and unveiled last fall. The non-dated marks are similar to the dated versions of the Kentucky Derby 135 and Kentucky Oaks 135 logos. They feature a golden horseshoe with the signature flowers associated with each event – a rose for the Derby and a pink stargazer lily for the Oaks – emerging from their respective centers.

Media outlets may acquire high-resolution copies of the non-dated Derby and Oaks marks by logging on to www.CDILogos.com and submitting an online request form.

Churchill Downs Incorporated, headquartered in Louisville, Ky., owns and operates world-renowned horse racing venues throughout the United States. Churchill Downs’ four racetracks in Florida, Illinois, Kentucky and Louisiana host many of North America’s most prestigious races, including the Kentucky Derby and Kentucky Oaks, Arlington Million, Princess Rooney Handicap and Louisiana Derby. Churchill Downs racetracks have hosted seven Breeders’ Cup World Championships. Churchill Downs also owns off-track betting facilities and has interests in various advance-deposit wagering, television production, telecommunications and racing services companies, including a 50-percent interest in the national cable and satellite network HorseRacing TV™, that support the Company’s network of simulcasting and racing operations. Churchill Downs trades on the NASDAQ Global Select Market under the symbol CHDN and can be found on the Internet at www.ChurchillDownsIncorporated.com.

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