Key points:
- Ford extends its exclusive automotive partnership with the Kentucky Derby through 2029
- The agreement includes naming rights to the "Ford First Turn Club" and expanded on-site activations
- Ford will introduce new interactive fan experiences and vehicle displays
Churchill Downs Racetrack has announced the renewal of its partnership with Ford, securing the automaker’s position as the exclusive automotive partner of the Kentucky Derby through 2029.
As part of the multi-year agreement, Ford will take over the naming rights for the First Turn Club, an upscale hospitality space offering views of the race’s opening turn.
Now called the Ford First Turn Club, the venue will continue to provide race-day guests with exclusive seating, amenities and close proximity to the action.
Beyond branding, Ford’s expanded role will introduce new fan experiences and interactive vehicle displays throughout key areas of Churchill Downs, such as the Paddock Plaza and VIP Gate.
Ford will also retain its sponsorship of Derby elements, including branding on the Kentucky Derby Starting Gate, presenting sponsorship of the Churchill Downs Barn Area and a race sponsorship on Derby Day.
Additionally, the company will continue its year-round vehicle displays at the venue.
Commenting on the extended partnership, Phil O'Connor, Ford’s Director of Global Marketing Communications, stated: "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."
Churchill Downs VP of Marketing and Partnerships, Casey Ramage, added: "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."
