BMW ‘enhances on-site experience’ as Kentucky Derby sponsor
the kentucky derby announced BMW of North America as the first official luxury automotive partner of the annual horse race held in Louisville, USA.
Taking place from May 5-7 this year at Churchill Downs RacecourseBMW will seek to “enhance the on-site experience” of the competition by showcasing its BMW 7 Series and the first-ever all-electric BMW i7 ahead of their arrival in showrooms.
“The Kentucky Derby is an iconic luxury event that shares many BMW brand values including performance, memorable experiences and the finest hospitality,” commented Broderick McKinneyRegional 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 connecting directly with BMW customers and fans in the region in a very authentic way.”
Additionally, 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 to Churchill Downs Racecourse.
VIP and celebrity guests at the Kentucky Derby and Oaks will enter via an immersive BMW Red Carpet Experience which BMW says features the recently updated BMW X7 Sports Activity Vehicle.
Additionally, on Derby Day, BMW will showcase the American Turf Stakes race, including significant brand exposure through various aspects of the edit, such as saddle towels, pony jackets and the finish line. , winner’s circle and starting gate signage.
Before the race, a BMW i7 commercial will be shown on what the organization has described as the largest 4K video screen in the world.
On May 5, the automaker will also serve as the official luxury vehicle of Taste of Derby – an annual pre-Derby tradition bringing together 1,200 guests in an interactive tasting that celebrates chefs and entertainers across the country, while raising funds and by sensitizing anti-hunger groups. .
At the event, BMW will showcase its BMW M850i xDrive Convertible alongside the official BMW Macaron Bar.