Ford and the iconic Kentucky Derby have enjoyed a cozy relationship for years now, with The Blue Oval signing a multi-year sponsorship deal back in 2020. Ford’s Garage – a rapidly expanding restaurant chain officially licensed by The Blue Oval – has also supported the Kentucky Derby in the past, serving as the official watch location for the most famous horse race in history over the past couple of years, too. Now, Ford and the Kentucky Derby have chosen to extend that relationship once again, via a new multi-year agreement.
Churchill Downs Racetrack has announced a partnership renewal with Ford, making the company the exclusive automotive partner of the Kentucky Derby. Under the renewed agreement, Ford will be granted exclusivity in the automotive category and an expanded footprint with interactive vehicle displays to promote fan interaction and immersive brand experiences to supplement the excitement of Derby Week and beyond.
As part of the multi-year agreement – which runs through 2029 – Ford will expand its on-site footprint to include the naming of the First Turn Club, a premium hospitality space that originally debuted in 2023 overlooking the first turn of the racetrack that will now be called the Ford First Turn Club. Additionally, Ford will activate exclusive luxury vehicle displays and brand-new Ford-themed fan experiences at key areas around the track, including the Paddock Plaza and VIP Gate.
“At Ford our mission is to create tangible impacts on the communities where we work and serve,” said Phil O’Connor, director of global marketing communications, Ford Blue and Model e at Ford Motor Company. “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.”
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