• May 6, 2011

Chrysler's Ram Truck brand appears to be going after up-market truck buyers at the Kentucky Derby May 6-7. It has an extended title sponsorship as the "Official Truck of Churchill Downs and the Kentucky Derby." The automaker says that it will have a big presence at Churchill Downs during race days, including vehicle displays, work trucks in and around the track, gate crew staff uniforms, and even Ram branded jockey pants.

There is also a "Ram Backcountry" VIP lounge for horse owners and jockeys operating year-round. The VIP lounge will have computer terminals, library and sitting area staffed by Ram Truck ambassadors and a barista. Ram Truck will use the program to launch a new tag-line, "Guts. Glory. Ram" via national broadcast presence in the Triple Crown race programs. The company says advertising efforts include a three-page spread featured in the Sport's Illustrated derby issue.--Karl Greenberg