The 2017 Kentucky Derby is this weekend! It is the 143rd running of the famous horse race, but that doesn’t mean there are not new opportunities for brand advertising that will attract new fans.

Since the 2016 Derby, dozens of brands, TV shows, celebrities, websites and more have seen their TrueAffinity score grow with the annual event. Marketers, publishers and promoters of the event should imagine social affinity data as a massive recommendation engine that spans all facets of consumer life. If someone is engaging with the Kentucky Derby the way they watch a show on Netflix, there are several new entries this year for what they are likely to engage with next.

Being able to access this knowledge about its own fans could greatly enhance the Derby’s brand and its prospects. Below are some new audiences for the Derby that would not have been nearly as viable one year ago.