BMW of North America has signed on as the first-ever official luxury automotive partner of the Kentucky Derby.
The brand joins Ford Motor Co., which became the official truck, non-luxury SUV, car and van of the event in 2020. Other new sponsors of this year's event include FTD, which joins as the first floral partner.
BMW’s presence at the event stems from the company’s longstanding support of arts and culture, says Broderick McKinney, regional vice president, Central Region, BMW of North America.
“The Kentucky Derby is an iconic luxury event that shares many of BMW’s brand values, including performance, memorable experiences and the finest hospitality,” McKinney says in a release. “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.”
Activities run May 5-7 at Churchill Downs Racetrack in Louisville, Kentucky. Content will be shared across BMW USA’s social media channels, such as Instagram, TikTok and YouTube.
The partnership allows BMW to have a large on-site footprint including the first public showcase of the all-new BMW 7 Series, featuring the first-ever, fully electric BMW i7.
Within this partnership, BMW also will be the presenting partner of the American Turf Stakes race, will have a brand display at the VIP entrance and will have an on-site presence at the Taste of Derby.BMW will preview the all-new, next generation BMW 7 Series, and the first-ever, fully electric BMW i7 alongside a live flower wall that will showcase more than 7,000 roses and lilies.
On Derby Day, BMW will present the American Turf Stakes race, including prominent brand exposure across various moments such as the horse saddle towels, pony rider jackets, and finish line, winner’s circle and starting gate signage.
On May 5, BMW 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 notable chefs while raising funds and awareness for hunger relief organizations.