Saddle up, squad: How the Kentucky Derby gallops to Gen Z hearts

The classic race is updating itself for a new generation.Karen Freberg is a professor of strategic communications at the University of Louisville. 
Everyone wants to target Gen Z when it comes to promotions, marketing, PR and experiences. From consumer brands to sporting events, everyone wants to capture the most valuable asset this audience has to offer: their attention.
The Kentucky Derby is known for its history and tradition of horse racing, fashion and entertainment sporting experience