Ram Truck brand 'dominates the field' at Churchill Downs

(May 6, 2016) AUBURN HILLS, Mich. — The Ram Truck brand will “Dominate the Field” May 7 at this year’s 142nd running of the Kentucky Derby. For the seventh consecutive year, Ram is the “Official Truck” of Churchill Downs and the Kentucky Derby and the exclusive automotive partner.

The brand’s multitiered sponsorship includes immersing fans attending the races, as well as those watching from home, in a total Ram Truck brand experience.

It includes on-site truck displays, video board integrations, backcountry and trackside signage throughout Churchill Downs, 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-scene custom video posted on Ram social channels and brand website.

In addition, Saturday morning 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. Saturday, 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, FCA – Global.

“With best-in-class towing of 31,210 pounds, best-in-class payload of 7,390 pounds, and best-in-class torque at 900 lb.-ft., plus a wide-range of special features including trailer tow technologies, Ram has the most capable trucks on the market to make the lives of horse people easier and safer for towing their horses.”

On-site truck displays

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.


Strategically placed posters and signs throughout the Churchill Downs stable area feature specially crafted “Dominate the Field” messages, reminding race fans of the dedication, unrelenting tenacity, stamina and years of hard work it takes to earn the glory of making it to the Kentucky Derby.

Ram will also run videos and social media messaging on Churchill Down’s “Big Board,” the largest video board in an outdoor arena capable of displaying advanced 4K ultra-high definition technology.

Television spots

Ram will air two 30-second spots and a number of branded integrations May 7 during NBC’s Kentucky Derby coverage. The “Truck People - Derby" and “Never Settle" television spots reinforce the best-in-class capabilities of the Ram Truck lineup. The spots can be seen on the Ram YouTube channel Saturday evening. In addition, NBC will run custom co-branded features that extend these messages.