Churchill Downs Names Eric Thomson Marketing SVP

Jonathan Rodriguez

Written by: Jonathan Rodriguez

Published: Mon Aug 24, 2026, 11:00 am ET

Read Time: 3 minutes

Churchill Downs Names Eric Thomson Marketing SVP

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Churchill Downs Racetrack has appointed Eric Thomson as its new Senior Vice President of Marketing & Partnerships. The appointment strengthens the company's focus on marketing, partnerships, and fan engagement.

Thomson will oversee marketing, brand strategy, partnerships, sponsorships, licensing, and creative services. His responsibilities will cover Churchill Downs and the Kentucky Derby brands.

He will report directly to Churchill Downs Racetrack President Mike Anderson. The company expects Thomson to help expand its brands beyond the traditional racing calendar.

"Eric has built an exceptional career growing world-class brands while respecting the traditions that make them special," Anderson said.

"He understands how innovative marketing, premium partnerships and memorable consumer experiences can drive growth while strengthening an iconic brand."

"We're excited to welcome Eric and look forward to the leadership he'll bring to Churchill Downs and the Kentucky Derby."

Eric Thomson Brings Global Marketing Experience

Thomson brings more than 20 years of global marketing experience to Churchill Downs. He joins the company after holding several senior positions at Pernod Ricard.

Most recently, Thomson served as Senior Vice President of Global Marketing for Pernod Ricard's North American whiskey business. Previously, he worked as Global Chief Marketing Officer for Pernod Ricard Winemakers.

That role involved overseeing brand strategy across more than 60 countries. Thomson also developed marketing campaigns involving several major international sports and entertainment properties.

His previous partnerships included Wimbledon, FIFA, the Melbourne Cup, the Australian Grand Prix, and the Rugby World Cup. Therefore, his experience closely aligns with Churchill Downs' expanding commercial ambitions.

Expanding Churchill Downs' Brand

Thomson's appointment comes as Churchill Downs seeks to deepen its connection with fans throughout the year. The company aims to extend its flagship brands beyond major racing events.

That strategy could create more opportunities across sponsorships, licensing, hospitality, entertainment, and other commercial areas. It could also help attract audiences who follow racing alongside broader sports and entertainment markets.

"Churchill Downs and the Kentucky Derby occupy a rare place at the intersection of sport, culture, hospitality and entertainment," Thomson said.

"There is tremendous opportunity to build on that legacy by deepening connections with fans, creating exceptional experiences and developing partnerships that deliver meaningful value."

"I'm incredibly excited to join the team and help build what's next for these iconic brands."

Focus on Partnerships and Fan Experiences

Thomson will also support efforts to improve the experiences surrounding Churchill Downs and the Kentucky Derby. The company wants to combine its established traditions with modern marketing strategies.

Furthermore, his responsibilities will include supporting the newly announced Thoroughbred Championship Series. The initiative gives Churchill Downs another opportunity to develop its racing brand throughout the year.

The company's approach could also influence how fans interact with horse racing outside traditional race days. Meanwhile, digital marketing and commercial partnerships can help racing brands reach broader audiences.

As major racing venues expand their commercial partnerships, the crossover between traditional events and digital wagering platforms continues to grow. 

For fans looking to engage with these events online, exploring top-rated horse racing betting sites provides a direct way to participate in race days and major series like the Kentucky Derby.

A New Commercial Direction

Thomson's arrival signals a broader commercial strategy for Churchill Downs. His international experience could help the company identify new partnership opportunities and strengthen existing relationships.

At the same time, Churchill Downs must preserve the traditions that distinguish the Kentucky Derby. Thomson's background in established global brands could help balance those priorities.

Ultimately, the appointment gives Churchill Downs an experienced marketing executive to lead its next phase. Thomson will focus on strengthening the company's brands while creating new opportunities for fans, partners, and sponsors.

His work could help Churchill Downs turn major racing moments into year-round commercial and entertainment experiences.

Jonathan Rodriguez
Jonathan Rodriguez

Jonathan is an avid basketball fan, and is often looking forward to the next upcoming NBA season when not checking players' stats during games. He also likes to keep his ears on the ground for the latest rumblings in the online casino industry.

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