Kenny Dichter's REAL SLX Races To The Kentucky Derby

Forbes

02-05-2025

After launching during the World Series and following up with activations at the Super Bowl, NCAA Women's Final Four basketball championships, and then the Masters, REAL SLX will be on the track at Churchill Downs this Saturday for the 151st running of the Kentucky Derby.
The brainchild of Marquis Jet and Wheels Up founder Kenny Dichter once again puts him at the intersection of of what has become a hot trend: creating once-in-a-lifetimes memories with your friends and loved ones and professional sports.
In this case it is about traveling to blue chip sporting events and being treated like a VIP while you are there. It combines inside-the-ropes access and being able to rub elbows with celebrities and star athletes.
Jet card seller Sentient Jet, which will be hosting clients and is the private aviation partner of the Kentucky Derby, cites research from American Express showing 60% of respondents plan to travel for live entertainment and sporting experiences. Researcher Global Markets Insights reports that sports tourism is growing at a 10% annual clip. As of 2023, the market was valued at $564.7 billion.
Dichter's REAL SLX is a membership-based sports, lifestyle, and experiences platform that is known for its partnership with New York restaurant Rao's. Its signature move is serving up the eatery's famous meatballs to its VIP guests.
After kicking off REAL SLX with activations during the World Series, Super Bowl and Masters Kenny ... More Dichter's sports and lifestyle platform will be raising awareness through sponsoring American Promise and Luxor Cafe.
However, Dichter won't be in the kitchen this weekend. The goal is to be in the winner's circle where the private aviation entrepreneur is making a big bet to build his nascent brand. REAL SLX will sponsor a pair of Kentucky Derby contenders sired by Triple Crown winners American Pharoah and Justify.
Its logo will appear on jockey silks, saddlecloths, and stable gear during the run for the roses.
According to the Sports Business Journal, Leverage Agency put the sponsorship together. It was the agency for similar deals with Wheels Up in the past.
Luxor Café, offspring of American Pharoah, is a 14-to-1 bet per NBC Sports
American Pharoah won the Triple Crown in 2015.
Justify Scion American Promise is currently 12-to-1.
Dichter says, "This is about more than racing—it's about legacy, loyalty, and performance."
He adds, "To align REAL SLX with the offspring of two of the most iconic champions in horse racing history is the perfect way to launch our presence at the Derby."
With Dichter at the helm, Wheels Up sponsored American Pharoah in 2015 and Justify in 2018.
He says REAL SLX and Rao's will have activations at the big race next year.
Last year, he signed partnerships with FanDuel and BetMGM.
The relationships enable the online businesses to connect with fans via live events.
Dichter's insights come from his past experience. Private jet companies are regular participants at blue chip sporting events.
For the jet companies, it provides customers with unique access, enables executives to mingle with their UHNW clients, and encourages them to burn off flight hours, which hopefully leads to more sales.
Former rival Sentient Jet will host its annual members' breakfast, which will feature Food Network star and celebrity chef Bobby Flay. It is also backing Tiztastic, a 20-to-1 bet.
"Our ninth year at Churchill Downs speaks to the meaningful role this event plays for our card owners, with many of whom are deeply connected to the sport," says Sentient Jet President Alan Walsh, adding, 'As demand grows for access to culturally significant moments like the Derby, we are proud to provide access and hospitality card owners who want more than just a seat at the race and look for a memorable experience built around it.'
Recently, VistaJet announced Private World hospitality packages clients can buy during the French Open and Wimbledon. It had a major presence at the Masters for the first time this year setting up a Vista House hospitality zone.
In some cases, the access and experiences are not a reward for patronage or an add-on. Some private flight providers use their sports hookups to directly generate sales.
Fly Alliance included tickets to the Kentucky Derby, Masters, or Indianapolis 500 as part of a March Madness jet card promotion. You had to buy 50 hours to get the tickets.
OneFlight International has offered spots in Pro-Am golf events as part of its jet card offers.
During his tenure at Marquis Jet and Wheels Up, Dichter successfully used high-profile and targeted sports sponsorships combined with VIP hospitality to build awareness and sell memberships.
In one instance in the early 2000s Marquis Jet had its name and logo on players' chairs in the visiting team locker at Boston's Fenway Park.
In a similar deal earlier this year Wheels Up gained naming rights and branding for a VIP entrance at State Farm Arena in Atlanta reserved for Hawks players, coaching staff, premier partners, and VIP seat members.
It also named rEvolution its agency of record for brand experiences in March. During the Masters, the Delta Air Lines-back private flight company provided members with transfers between their jets and the Wheels Up Clubhouse via the Bentley Bentayga and Lamborghini Urus SE.
Once there they sipped on Pimento Cheese Martinis from drinks journalist, bartender, and content creator Tyler Zielinski, who goes by @bon_vivantito.
So far, Dichter has not announced any partnerships in his former space.