For a race that lasts just two minutes, the Kentucky Derby certainly has a lasting economic impact, helping to generate around $400 million to the Louisville area each year. The iconic event is also a lucrative merchandising opportunity.

The Derby’s official webstore, maintained by online sports retailer Fanatics, is packed full of branded items, including T-shirts, socks, sunglasses, pins, can coolers, mint julep glasses and party supplies. Many of the products are offered by headwear and apparel supplier AHEAD (asi/33220). This is the fourth year AHEAD has partnered with Churchill Downs. Among its officially licensed offerings this year are men’s hats, sun hats, horse-and-jockey T-shirts, divot repair tool and ball marker sets, custom coasters and golf towels. Under its Kate Lord brand, the company also is providing women’s hats and sun visors.

Supplier AHEAD has partnered with Churchill Downs and Fanatics to offer an array of officially licensed race merch.

“It may be the ‘most exciting two minutes in sports,’ but the Kentucky Derby is something we’ve been working toward for several months,” said Anne Broholm, CEO of AHEAD.

AHEAD event products are also available onsite at the Kentucky Derby Museum Shop and Churchill Downs Gift Shop.

Of course, the Derby swag doesn’t stop there. For those lucky enough to watch the race in person, Louisville hotels are ready with an array of high-end hospitality. The Embassy Suites by Hilton in Louisville is offering an official framed and matted print of the 145th Kentucky Derby, Derby-themed chocolates at turndown, Derby hats and bowties, rain ponchos, a red carpet photo op and bourbon balls in addition to live entertainment and cocktails, according to Louisville Business First.

Check out the swag that Louisville hotels are offering Derby guests https://t.co/uHDMszCFZE pic.twitter.com/TR2aqeXyBa

— Business First (@BFLouisville) April 29, 2019

The Museum Hotel Louisville is giving out copper mint julep cups (juleps included), embroidered linen cocktail napkins, a Henry Dry Goods tote bag, bourbon balls, cookies and mini champagne bottles.

Guests at the Brown Hotel will receive a Kentucky Derby bed throw as well as a lavish farewell brunch. The Aloft Louisville Derby package includes a bottle of bourbon and a custom-made hat from The Hat Girls. The Omni Louisville Hotel is giving out two complimentary cocktails as well as “a personalized gift from the hotel” that aligns with the hotel’s color and aligns with the Derby theme, according to the Louisville Business First.