BMW ‘elevates on site experience’ as Kentucky Derby sponsor


The Kentucky Derby has announced BMW of North America as the first ever official luxury automotive partner of the annual horse race held in Louisville, US.

Taking place from 5-7 May this year at Churchill Downs Racetrack, BMW will look to ‘elevate the on-site experience’ of the competition by showcasing its BMW 7 Series and first-ever fully electric BMW i7 before they arrive in showrooms. 

“The Kentucky Derby is an iconic luxury event that shares many of BMW’s brand values, including performance, memorable experiences and the finest hospitality,” commented Broderick McKinney, Regional Vice President, Central Region, BMW of North America. 

“This event is a unique opportunity to showcase the new BMW 7 Series and X7 in front of a global audience, while also connecting directly with BMW customers and fans in the region in a very authentic way.” 

Furthermore, the collaboration will include a brand presence at the Taste of Derby culinary event. BMW will also have a large on-site footprint including an interactive product display located at the main entrance of Churchill Downs Racetrack.  

VIP and celebrity guests of the Kentucky Derby and Oaks will enter via a BMW immersive red carpet experience that BMW has explained features the newly updated BMW X7 Sports Activity Vehicle.  

Additionally, on Derby Day, BMW will present the American Turf Stakes race, including prominent brand exposure across various aspects of the fixture, such as the horse saddle towels, pony rider jackets, and finish line, winner’s circle and starting gate signage. 

Ahead of the race, a BMW i7 ad will be shown on what the organisation has described as the world’s largest 4K video screen.

On 5 May, the manufacturer will also serve as the official luxury vehicle of Taste of Derby – an annual pre-Derby tradition convening 1,200 guests in an interactive tasting that celebrates chefs and entertainment around the country, while raising funds and awareness for hunger relief groups.  

At the event, BMW will show its BMW M850i xDrive Convertible alongside the official BMW Macaron Bar.



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