February 9, 2024 2 min read


Churchill Downs Forms Strategic Partnership with SAP America

SAP’s mission is to help its partnering businesses run an intelligent and sustainable enterprise

Churchill Downs Incorporated (CDI) has unveiled a multi-year partnership with SAP America, a global market leader in enterprise application software. Under the deal, SAP will leverage its tech expertise to serve as the official technology partner of Churchill Downs Racetrack, the Kentucky Derby, and Kentucky Oaks.

In addition, the agreement includes naming rights for the SAP Starting Gate Suites. SAP will also become the presenting partner of the Kentucky Derby and Churchill Downs mobile applications.

SAP’s mission is to help its partnering businesses run an intelligent and sustainable enterprise. To that end, the company utilizes cutting-edge enterprise application software, helping companies of all sizes and in all industries run at their best.

The company’s services are underpinned by machine learning, Internet of Things (IoT) and advanced analytics technologies. Thanks this, SAP is able to provide its clients with deep business insights and help them stay ahead of the curve.

SAP serves customers across 26 industries, allowing them to operate profitably, adapt to market changes and make a difference. Its clients generate a whopping 87% of total global commerce.

The Deal Will Strengthen CDI’s Capacity to Innovate

SAP America’s president, Lloyd Adams, described the deal as a great opportunity for his company to team up with “one of the most storied sporting events in the world, the Kentucky Derby.” Adams also mentioned that his team is looking forward to providing Churchill Downs with SAP’s cutting-edge solutions.

We are proud to work with partners who share our commitment to innovation and are excited to help CDI leverage SAP’s expertise and technology to support the growth of their company.

Lloyd Adams, president, SAP America

Bill Mudd, CDI’s chief operating officer, also commented on the matter, expressing his team’s thrill to welcome SAP as a signature partner of Churchill Downs and the Kentucky Derby. He lauded SAP as a tremendous global brand and said that its expertise will support CDI’s vision to drive innovation and fuel growth across its businesses.

We are excited to have SAP join our iconic brand at the 150th running of the Kentucky Derby on the first Saturday in May.

Bill Mudd, COO, CDI

In October 2023, Churchill Downs’ boss denied rumors that CDI may be considering a possible sale of its online betting arm, TwinSpires.


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