Japanese Game Company Cygames to Sponsor Kentucky Derby, Showcase Popular Horse Racing Game

Cygames, a Japanese video game developer and publisher, has announced it will sponsor the 151st Kentucky Derby happening on May 3, 2025, at Churchill Downs in Louisville, Kentucky.

The company will specifically sponsor the Unbridled Sidney Stakes, a Grade III race worth $400,000 that features fillies and mares aged three and older. This race will take place during Kentucky Oaks Day on May 2, 2025, at 1:44 p.m. ET.

As part of the sponsorship deal, Cygames' logo will appear prominently throughout the event, including on the starting gate, saddle towels worn by the horses, and signage at the finish line.

Beyond race sponsorship, Cygames will host a booth in the infield area on both May 2 and 3, where visitors can try out several of their popular video games. The featured titles include Shadowverse: Worlds Beyond, Granblue Fantasy Versus: Rising, and Granblue Fantasy: Relink.

The most noteworthy game being showcased is Umamusume: Pretty Derby (also called Uma Musume: Pretty Derby), which will be playable for the first time in the United States. This popular mobile game features anthropomorphic "horse girls" who race against each other. The game has been extremely successful in Japan since its 2021 release, generating an estimated $2.5 billion in revenue.

The timing of this sponsorship suggests Cygames is preparing for the English-language release of Umamusume: Pretty Derby in Western markets. While no official release date has been announced, the company's significant investment in the Kentucky Derby partnership indicates the launch may be coming soon.

The sponsorship of the Unbridled Sidney Stakes is particularly notable for its prize purse. The $400,000 award is exceptionally high for a Grade III race, surpassing even the minimum $300,000 required for more prestigious Grade I events in North America.

This isn't Cygames' first foray into horse racing sponsorships. The company previously collaborated with the 2024 Breeders' Cup, showing a pattern of strategic partnerships with major racing events to increase brand awareness.

Beyond game demos, Cygames will also offer a 360-degree panoramic photo opportunity at their Kentucky Derby booth for visitors to capture memories of the event.

This partnership represents another example of the growing trend of anime and Japanese gaming companies forming collaborations with American sports events. In recent years, properties like One Piece, Hololive, and Goddess of Victory: NIKKE have partnered with various American sports leagues.