Churchill Downs names Ford as exclusive automotive partner of Kentucky Derby
As part of the multi-year agreement, running through 2029, Ford will expand its on-site footprint to include exclusive vehicle displays and new brand-themed fan experiences.
Key Points
- Ford will also be granted exclusivity in the automotive category and given naming rights to the First Turn Club, a hospitality space overlooking the first turn of the racetrack
- The automotive company will maintain existing sponsorship of Kentucky Derby and Oaks activations such as Starting Gate brand recognition and entitlement of a Derby Day race sponsorship
Churchill Downs Racetrack has officially agreed to a multi-year partnership renewal with Ford Motor Company to continue serving as the exclusive automotive partner of the Kentucky Derby through 2029.
Under the renewed agreement, Ford will be granted exclusivity in the automotive category as well as an expanded footprint with interactive vehicle displays and brand-themed experiences to promote fan interaction.
“At Ford our mission is to create tangible impacts on the communities where we work and serve,” Ford Director of Global Marketing Communications Phil O’Connor said.
“Ford has a deep connection with the Louisville community. Our Louisville-based manufacturing facilities employ roughly 12,000 Kentuckians. Our heritage of capability, passion and innovation make our friends at Churchill Downs Racetrack ideal partners. We’re excited for this next chapter in our partnership and honored to continue supporting the bluegrass state.”
Ford will also be expanding its on-site footprint to include the naming of the First Turn Club, a hospitality space which originally debuted in 2023 and overlooks the first turn of the racetrack. Additionally, the automotive company will activate exclusive vehicle displays and new Ford-themed fan experiences at key areas around the track.
Good to know: Churchill Downs officially opened Owensboro Racing & Gaming in western Kentucky on February 12, which serves as a historical horseracing (HHR) and entertainment venue
“Churchill Downs is thrilled to continue building our relationship with Ford Motor Company as an Official Partner of the Kentucky Derby and to expand our collaboration in exciting new ways,” Churchill Downs VP of Marketing and Partnerships Casey Ramage said.
“The Kentucky Derby is built on tradition and long-standing partnerships, and Ford’s commitment to excellence and innovation aligns perfectly with the spirit of this exceptional event. We look forward to continuing to work together to deliver an unforgettable experience for Derby fans and guests.”
Ford will maintain existing sponsorship rights to Kentucky Derby and Oaks activations such as branding inclusion on the Kentucky Derby Starting Gate, presenting sponsorship of the Churchill Downs Barn Area, entitlement of a Derby Day race sponsorship, exclusive digital content and year-round vehicle displays at Churchill Downs.
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