Ram Brand Returns as Sponsor of Churchill Downs
Brand Will Have Extensive Presence at Event, Broadcast
Horseracing is a tradition nearly as old as human civilization itself and has a more than century-long history in the U.S. as well. Since the early years of the 20th century, an indelible part of the equestrian culture has been pickup trucks. Go to any horse race or show and the grounds will be crowded with HD trucks and fifth-wheel trailers. So what better place to showcase your latest products? On that note, Ram Trucks is continuing its exclusive automotive sponsorship of Churchill Downs for the seventh consecutive year.
Ram will have a ubiquitous presence at the event, from extensive signage, multiple truck model displays, Ram-branded clothing for some event staff members and jockeys, and use of Ram models for delivery of the ceremonial “Garland of Roses.” In addition to the dominant presence at the event, Ram will also air two commercials during the race broadcast: “Truck People – Derby” and “Never Settle.”
In addition, Ram is showcasing a behind-the-scenes video showing what it’s like to be in the race, produced by putting a GoPro camera on jockey John Byrne riding his horse, Garden Goddess. Ram’s theme for the sponsorship of Churchill Downs is “Dominate the Field.” You can watch the “Truck People” commercial and behind-the-scenes videos below.
Source: Ram Trucks