In 2006, the Kentucky Sports Authority (KSA) developed a marketing campaign revolving around the slogan, “Now You Know.”   The ads employ a unique look and feel that conveys a tone of excitement and intensity, reflects the spirit of competition, and also communicates a strong, impactful message. 

The "Now You Know" campaign is primarily used to educate sports industry professionals and rights holders of Kentucky’s world-class venues for hosting sporting events and to convince those organizations to bring their respective events to the Commonwealth. The campaign has grown to seven main ads, each highlighting Kentucky's success in various sports: softball, cycling, shooting/archery, golf, horse racing, fishing and ATVing. Numerous advertorial pieces and a comprehensive "TEAM Kentucky" guide have also been generated to complement the advertising campaign.