Ram Truck Brand Enters Multi-tiered Sponsorship With Churchill Downs and the 137th Kentucky Derby
The Ram Truck brand will continue its title as the Official Truck of Churchill Downs and the Kentucky Derby.
The brand announced a multi-faceted program dedicated to the 2011 Kentucky Oaks and Kentucky Derby horse races. From the moment Thoroughbred fans enter Churchill Downs they will be immersed in the Ram Truck brand via vehicle displays and work trucks in and around the track, gate crew staff uniforms, and Ram branded jockey pants.
“The Ram Truck brand is proud to be affiliated with the great tradition of the 137th Kentucky Derby at Churchill Downs. Our trucks have established a strong reputation for quality and reliability when it comes to towing Thoroughbred horses and their equipment in style,” said Fred Diaz, Ram Truck Brand President and CEO and Head of National Sales, Chrysler Group LLC. “This year’s participation marks a milestone for the Ram Truck brand as we move forward with our continued partnership and introduce the Ram Truck brand’s new tagline, ‘Guts. Glory. Ram.’”
The new tagline, which debuts during race programming, pays homage to the history of Ram Truck Brand and represents the hard work and dedication placed in the design, engineering and production of each and every Ram truck.
Along with national broadcast presence in the Triple Crown race programs, advertising efforts include a three-page spread featured in the Sport’s Illustrated Post-event derby issue and specialty equestrian-themed advertising placements on www.churchilldowns.com, www.kentuckyderby.com and www.twinspires.com.
Not only will the Ram Truck brand have a major presence at Churchill Downs with the entire vehicle lineup positioned throughout the venue, a dedicated “Ram Backcountry” VIP lounge has been created for the owners and jockeys who spend most of their time at the back of the track that operates year-round as a Thoroughbred training facility. The VIP lounge is equipped with computer terminals, library and sitting area that is staffed by Ram Truck ambassadors and a barista. Ram Backcountry features unique logo placement that can be seen on the top of barn roofs and on fencing, fence posts and the veterinarian building located in this area. Ram Backcountry was created in an effort to solidify the brand’s commitment to the sport of Thoroughbred racing.
Also new to the sponsorship, a representative from the Ram Truck brand will present the winning trophy to the owner and jockey of the “American Turf” stakes during the Kentucky Oaks races. The Ram Truck brand again will be a part of the Super Hi-5-wager. Should an eligible individual win this promotion, he or she will be awarded with a new 2011 Ram 1500 Laramie Longhorn truck.