Amer­i­can Pharaoh and Dort­mund may be favorites to win the Ken­tucky Der­by – and the 141^st run­ning on May 2 will sure­ly be one of the biggest days of the year for mint juleps and big hats – but that’s only the tip of the ice­berg when it comes to bets on both horse and con­sumer behav­ior. In oth­er words, plen­ty of brands are insert­ing them­selves into Der­by Day excite­ment and hop­ing they make the right wagers.

Ken­tucky Fried Chick­en par­ent Yum Brands is the pre­sent­ing spon­sor and will sure­ly get plen­ty of expo­sure — and it’s a safe bet there will be plen­ty of real-time efforts that unfold as the so-called “fastest two min­utes in sports” plays out.

And that’s in part because there’s con­sumer inter­est in the event beyond those who know the words to, “My Old Ken­tucky Home.” To wit: A report­ed 16 mil­lion con­sumers tuned in to the 2013 Ken­tucky Der­by with the top view­er­ship mar­kets far from Louisville – includ­ing New York, Chica­go, Boston, Philadel­phia and Los Ange­les – com­pris­ing 20 per­cent of that audi­ence, per stats from the Ken­tucky Der­by.

Here’s a look at the brands that have stakes in the 141^st Ken­tucky Der­by.

Churchill Downs Racetrack

Kroger

For the 28^th year, gro­cery store chain Kroger is cre­at­ing the Gar­land of Ros­es, which is pre­sent­ed to the win­ner of the Ken­tucky Der­by, as the Derby’s offi­cial florist.

Accord­ing to a press release, the Der­by Gar­land includes more than 450 ros­es and weighs approx­i­mate­ly 40 pounds. What’s more, the release says, “Each stem is insert­ed into its own water vial hid­den inside the gar­land back­ing and care­ful­ly hand sewn into place, on a lay­er of thorn-less green­house foliage.”

And Kroger has been proud­ly tweet­ing about its role in the race to its 89,000 fol­low­ers.

Did you know Kroger has been the offi­cial #Ken­tuck­y­Der­by florist since 1987? Yep, that’s a lot of flow­ers. #TBT pic.twitter.com/Z6P6ykbJkT

— The Kroger Co. (@kroger) April 30, 2015

Planet Fitness

Plan­et Fit­ness Louisville and Churchill Downs announced a part­ner­ship in which the gym brand is the spon­sor of the on-track fit­ness facil­i­ty – the Jock­ey Fit­ness Club pre­sent­ed by Plan­et Fit­ness, which, per a press release, has “state-of-the-art car­dio and strength equip­ment iden­ti­cal to that found in the eight Louisville, South­ern Indi­ana and Eliz­a­beth­town Plan­et Fit­ness clubs.”

In addi­tion, the jock­eys will receive com­pli­men­ta­ry mem­ber­ships to the Plan­et Fit­ness clos­est to Churchill Downs. “We thank Plan­et Fit­ness Louisville for fill­ing this need for us and the jock­eys who call Churchill Downs home,” said Churchill Downs Pres­i­dent Kevin Flan­ery in a state­ment. “Phys­i­cal fit­ness is vital to these ath­letes as they meet the day-to-day rig­ors of thor­ough­bred rac­ing.”

AT&T

AT&T and telecom­mu­ni­ca­tions infra­struc­ture com­pa­ny Mobil­i­tie are pro­vid­ing mobile Inter­net cov­er­age at Churchill Downs. “Whether through phone calls, emails, texts, tweets or posts, our fans will ben­e­fit from this enhanced con­nec­tiv­i­ty as they share their vic­to­ries in real time with friends and fam­i­ly around the world,” said John Ash­er, vice pres­i­dent of rac­ing com­mu­ni­ca­tions at Churchill Downs.

Alcohol

Woodford Reserve

Louisville-based Brown-For­man brand Wood­ford Reserve is the “Offi­cial Bour­bon of the Ken­tucky Der­by.” It hails from Ver­sailles, Ken­tucky, which Wood­ford Reserve calls “the heart of thor­ough­bred coun­try,” and the brand has been ask­ing its 43,000 fol­low­ers to down­load Periscope to fol­low live cov­er­age from the Der­by.

If you don’t have the #Periscope app yet, down­load it now and fol­low us @WoodfordReserve. We’re live from the #KYDer­by this week­end. — Wood­ford Reserve (@WoodfordReserve) April 30, 2015

In addi­tion, Wood­ford Reserve has designed a $1,000 Mint Julep Cup, which is sold at the Der­by to ben­e­fit the Wound­ed War­rior Eques­tri­an Pro­gram. The bour­bon also appears to have a brand­ed con­tent ini­tia­tive with Thril­list, which has post­ed julep recipes fea­tur­ing Wood­ford Reserve.

Old Forester

Anoth­er Brown-For­man brand, the Ken­tucky straight bour­bon whisky Old Forester, is ask­ing race fans how to #Der­by­LikeaLo­cal and is post­ing respons­es on Twit­ter to its 4400 fans. Sug­ges­tions include, “Don’t be afraid to tear up dur­ing My Old Ken­tucky Home. There is no proud­er moment dur­ing this week,” and “Always bet the 5 horse in the 5th race.”

#Der­by­LikeALo­cal Tip from Dana C.: “Always bet the 5 horse in the 5th race.” pic.twitter.com/flMzc6uwO3

— Old Forester (@oldforester) April 30, 2015

Stella Artois

The Bel­gian beer brand is fea­tured in recipes on the Der­by web­site, such as Stel­la Artois Toma­to Arugu­la and Basil Sal­ad and in rec­om­mend­ed cheese pair­ings.

Horses

Kendall-Jack­son Winer­ies, Play­bill Inc. and Tal­bots Kendall-Jack­son Winer­ies Founder Jess Jackson’s Ston­estreet Sta­bles has a stake in Carpe Diem, while Play­bill Inc. Pres­i­dent and CEO Philip Birsh is the own­er of Ten­cen­dur and for­mer Tal­bots CEO Arnold Zetch­er owns Fir­ing Line.

Others

Ram

For its part, the Ram Truck brand says it is cel­e­brat­ing “the hard work, ded­i­ca­tion and courage it takes to suc­ceed” in a 60-sec­ond spot that will air dur­ing the May 2 tele­cast. How­ev­er, the brand has already made head­lines by choos­ing to promi­nent­ly fea­ture women.

The ad, Courage is Already Inside, “salutes the char­ac­ter of strong women who have met and over­come many chal­lenges on the road to achiev­ing their goals, includ­ing two-time Ken­tucky Oaks win­ning jock­ey Rosie Napravnik,” a press release says.

“True to the stand-apart-from-the-pack deter­mi­na­tion of the Ram truck brand, we want­ed our Ken­tucky Der­by adver­tis­ing to once again make a dif­fer­ence and start a con­ver­sa­tion,” said Olivi­er Fran­cois, chief mar­ket­ing offi­cer of Ram par­ent Fiat Chrysler Auto­mo­biles, in a state­ment. “Women are emerg­ing as lead­ers and influ­encers in tra­di­tion­al male-dom­i­nat­ed fields, includ­ing horse rac­ing. They also make up more than 11 per­cent of the truck-buy­ing mar­ket and influ­ence an even greater num­ber of pur­chas­es. For these rea­sons, instead of focus­ing on women and their trucks in our ad, we chose to proud­ly cel­e­brate the achieve­ments of those com­mit­ted to giv­ing every­thing they’ve got to all they do. ‘Courage is Already Inside’ is an inspi­ra­tional salute to women who have over­come the ‘nev­ers’ they often hear while striv­ing to chase their dreams.”

The brand has also tapped its brand ambas­sador, the out­doors­man Cameron Hanes, to pro­vide behind-the-scenes con­tent via Periscope and it is pit­ting eight trucks against each oth­er in the #RamDer­by and is ask­ing its 225,000 fol­low­ers to tweet which one will cross the fin­ish line first.

LIVE on #Periscope: Behind the scenes at The Ken­tucky Der­by. https://t.co/hHQX3ztCIQ — RamTrucks (@RamTrucks) May 1, 2015

As the “Offi­cial Truck” of Churchill Downs and the Ken­tucky Der­by, Ram’s spon­sor­ship will also include “immers­ing fans attend­ing the races in a Ram Truck brand expe­ri­ence, includ­ing truck dis­plays, video board inte­gra­tions, posters, back­side and track­side sig­nage through­out the grounds and brand­ing on gate crew staff uni­forms,” the release says.

In addi­tion, Ram Pro­Mas­ter and Pro­Mas­ter City vans will trans­port Kroger’s Gar­land of Ros­es to Churchill Downs.

Tide

Accord­ing to a press release, Proc­ter and Gamble’s Tide has been the laun­dry deter­gent of Churchill Downs for near­ly a decade, wash­ing over 600 jer­sey silks in over 35 pounds of deter­gent each week and the brand pro­duced a video fea­tur­ing jock­eys to illus­trate its involve­ment.

“Most peo­ple don’t real­ize that a jockey’s rain­bow col­ored jack­et is more than just a uni­form; it is filled with decades of tra­di­tion and super­sti­tion and is a rep­re­sen­ta­tion of the own­er,” said Kristin Warfield, vice pres­i­dent of sales and part­ner­ships at Churchill Downs, in a state­ment.

AOL

AOL is insert­ing itself into the con­ver­sa­tion with the #Home­Stretch­Sweeps in which it is ask­ing fans to show how they’d announce the final moments of the Ken­tucky Der­by by sub­mit­ting a video call­ing the final sec­onds of the 2012 Ken­tucky Der­by on Insta­gram, Vine or Twit­ter with the hash­tag #Home­Stretch­Sweeps or by tweet­ing why the Ken­tucky Der­by is their favorite sport­ing event of the year. They can also com­men­tate live on May 2 and tweet from the grounds.

The brand says top entries will be fea­tured on AOL.com and poten­tial­ly shown on the World’s Largest 4K video board at Churchill Downs, which, as of its instal­la­tion in 2014, was “the only video board in an out­door sta­di­um or are­na capa­ble of displaying…4K ultra-high def­i­n­i­tion tech­nol­o­gy.”

Mea­sur­ing 171 feet wide by 90 feet tall, the release says the Pana­son­ic video board is big­ger than 3 NBA bas­ket­ball courts, 5 aver­age U.S. homes, 2,200 46-inch flat-screen TVs and 320,000 Apple iPhone 5 screens.

Which brand do you think deserves to be in the win­ner’s cir­cle?