Boulevard noticed the jet-share company’s logo appeared prominently on winner Nyquist’s post-run blanket, as well as ball caps worn by the thoroughbred’s owner Paul Reddam and others during TV broadcasts and other news media.

Based in the Boston area, Sentient announced a multi-year agreement with Churchill Downs in February, under which the company would offer exclusive benefits to Derby and Kentucky Oaks guests.

How prominent was Sentient’s role? Look no further than this photo Boulevard took of today’s Courier-Journal sports section: