Coady Media Photo
In Multi-Year Partnership Extension
Ford’s Expanded Presence to Include First Turn Club Naming Rights and New On-Site Experiences
Churchill Downs Release
LOUISVILLE, Ky. – Churchill Downs Racetrack (“Churchill Downs”) today announced a partnership renewal with Ford as the exclusive automotive partner of the Kentucky Derby presented by Woodford Reserve, reinforcing a longstanding relationship between two iconic American brands. 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, running through 2029, Ford will expand its on-site footprint to include the naming of the First Turn Club, a premium hospitality space originally debuted in 2023 overlooking the famed first turn of the racetrack. The popular location will now officially be called the Ford First Turn Club, offering guests a distinctive race-day experience with prime views and upscale amenities. 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, ensuring high-profile brand visibility to attendees throughout Derby Week.
“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,” said Casey Ramage, vice president of marketing and partnerships at Churchill Downs Racetrack. “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 the existing sponsorship of key Derby and Oaks activations not limited to: 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.
“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.”
Tickets for the 151st Kentucky Oaks and Kentucky Derby on May 2-3 are available by visiting www.KentuckyDerby.com and www.DerbyExperiences.com, or call (502) 636-4447 to be a part of the most extraordinary Kentucky Derby yet.
