The Ford Motor Company has extended its automotive partnership with the Kentucky Derby in a development that will last until 2029 and enhance the presence of the American multinational automobile manufacturer at horse racing events that include expanded on-site engagement and new activations.
The multi-year collaboration renewal was announced by Churchill Downs Racetrack and will see Ford take over the naming rights for the First Turn Club, an exclusive hospitality space that offers views of the opening turn of the race.
Named the Ford First Turn Club, the venue will continue to offer exclusive seats, amenities, and proximity to the action to guests.
In addition to branding, Ford will have an expanded role that will see the automobile manufacturer introduce interactive vehicle displays and new fan experiences throughout key venues at the Churchill Downs Barn Area.
Moreover, Ford will also retain exclusive rights to various elements of the Kentucky Derby, and this will include branding on the Kentucky Derby Starting Gate, a race sponsorship on Derby Day, and sponsorship opportunities of the Churchill Downs Barn Area.
Lastly, the renewal will see Ford proceed with its year-round display of Ford vehicles at the venue.
Phil O’Connor, the Director of Global Marketing Communications at Ford, said that the company has a “deep connection with the Lousiville community”, highlighting the company’s Louisville-based factory, which employs around 12,000 Kentuckians.
At Ford, our mission is to create tangible impacts on the communities where we work and serve. 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.
Casey Ramage, Vice President of Marketing and Partnerships at the Churchill Downs Racetrack, stated that they are delighted to renew the partnership with the Ford Motor Company, stating that the Kentucky Derby is built on tradition and long-term partnerships.
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. 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.
