
For the seventh consecutive year, the Dodge Ram is the “Official Truck” of Churchill Downs and the Kentucky Derby and the exclusive
automotive partner.
Fans attending this weekend’s races will be immersed in the Ram Truck brand experience, including truck displays, video board integrations, signage and posters, and
Ram-branded giveaways
The brand’s multi-tiered sponsorship includes branding on gate crew staff uniforms and on the clothing of a few jockeys, as well as television ads running in the
NBC network telecast and a behind-the-scenes custom video posted on Ram social channels and brand Web site.
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The automaker will post on Ram social channels, including Facebook live video of the ceremonial garland of roses delivery,
add to the day’s excitement for fans celebrating Derby day from home. Consumers can follow the content and join the conversation at #RamDerby.
Two Ram ProMaster vans will transport the
traditional “Garland of Roses,” to be worn by the winning horse, and the winning jockey’s bouquet to Churchill Downs from the Kroger store where the large floral arrangements are
created each year. Beginning at 9:30 a.m., Ram will broadcast the delivery live on Facebook live video.
“Ram trucks are the perfect match
for horse owners, trainers and handlers, and being associated with America’s premiere racing events is a great way to illustrate our support for these customers,” said Mike Manley, head of
Ram Brand, Fiat Chrysler Automobiles – Global, in a release.
Ram will have two special Ram Truck Kentucky Derby floral displays inside Churchill Downs. One will feature a Ram 1500 Crew
Cab Rebel and the other will include a Ram 1500 Limited Crew Cab and a 3500 Limited Dually. Race fans can take their own or get commemorative souvenir pictures taken and share their Derby experiences
virally with friends and family using hashtag #RamDerby. Ram-branded giveaways also will be available
Leading up to race day and using the hashtag #PrepForGlory, Ram will post content on Twitter, Instagram and Facebook, showing the similarities
between prepping a horse and taking care of a Ram Truck.