Kentucky Derby – BMW to be First Luxury Auto Sponsor

The German version of racing silks?

BMW of North America announced today it will be the first-ever “official luxury automotive partner” of the Kentucky Derby, taking place from May 5-7, 2022 at Churchill Downs Racetrack in Louisville, KY. This will include the first public display of the all-new BMW 7 Series, including the fully electric BMW i7 EV.

Additional paid advertising and marketing elements will include BMW as presenting partner of the American Turf Stakes race on Kentucky Derby day, a brand display at the VIP entrance and “The Ultimate Macaron Bar” at Taste of Derby. BMW will also have an interactive product display located at the main entrance of Churchill Downs.

VIP and celebrity guests of the Kentucky Derby and Oaks will enter via a BMW immersive red-carpet experience that has the newly updated BMW X7 SUV. Content will be shared across BMW USA’s social media channels, such as Instagram, TikTok and YouTube.