BMW Luxury Automotive Partner of the Kentucky Derby



  • The partnership will include the first public presentation of the all-new BMW 7 Series, including the first-ever fully electric BMW i7.
  • Additional 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 the Taste of Derby .

Auto Central Louisville, Kentucky; April 26, 2022… BMW of North America today announced that it will be the first-ever official luxury automotive partner of the kentucky derby, taking place of May 5-7, 2022 at Churchill Downs Racetrack in Louisville, KY. Hailed as the “most exciting two minutes in sport™”, BMW will elevate this year’s on-site experience by showcasing its all-new, next-generation BMW 7 Series and first-ever all-electric BMW i7 ahead of their arrival in theaters. ‘exposure. The activation will also include a brand presence at the Taste of Derby culinary event.

“The Kentucky Derby is an iconic luxury event that shares many BMW brand values ​​including performance, memorable experiences and the finest hospitality,” said Broderick McKinney, Regional Vice President, Central Region, BMW of Americas. North. “This event is a unique opportunity to showcase the new BMW 7 Series and X7 in front of a global audience, while connecting directly with BMW customers and fans in the region in a very authentic way.”

As the first-ever Official Luxury Automotive Partner of the Kentucky Derby, BMW will have a large footprint on site, including an interactive product display located at the main entrance to the Churchill Downs racetrack.

VIP and celebrity guests of the Kentucky Derby and Oaks will enter via an immersive BMW red carpet experience that includes the newly updated BMW X7 Sports Activity Vehicle.

BMW Club 7

BMW will preview the all-new next-generation BMW 7 Series and first-ever all-electric BMW i7 alongside a living flower wall that will feature more than 7,000 roses and lilies. Guests entering the footprint will learn about the new 7 Series and the first-ever i7 through in-depth product walkthroughs, as well as a 360-degree photo booth to capture shareable memories from the event.

The American turf presented by BMW

On Derby Day, BMW will showcase the American Turf Stakes race, including significant brand exposure at various points such as horse saddle towels, pony jackets and the finish line, winner’s circle and the departure gate signage. Before the race, a BMW i7 advertisement will be shown on the world’s largest 4K video screen.

“The Ultimate Macaron Bar” Presented by BMW

On May 5, BMW will also serve as the official luxury vehicle of Taste of Derby, an annual pre-Derby tradition bringing together 1,200 guests in an interactive tasting that celebrates notable chefs and entertainers across the country, while raising funds and by raising awareness among organizations fighting against hunger. . At the event, BMW will showcase a BMW M850i ​​xDrive Convertible alongside the official BMW Macaron Bar where customers can stage their own macaron adventure by selecting colors, trims and decorations for the ultimate dining experience.

Content will be shared on BMW USA social media channels, such as Instagram, TikTok and YouTube.

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BMW Group in America

BMW of North America, LLC has had a presence in the United States since 1975. Rolls-Royce Motor Cars NA, LLC began distributing vehicles in 2003. The BMW Group in the United States has grown to include marketing organizations, sales and financial services for the BMW brand of motor vehicles, including motorcycles, the MINI brand and Rolls-Royce Motor Cars; Designworks, a California-based strategic design consultancy; technology offices in Silicon

Valley and various other operations across the country. BMW Manufacturing Co., LLC in South Carolina is the BMW Group’s global competence center for the BMW X models and manufactures the X3, X4, X5, X6 and X7 sports activity vehicles. The BMW Group sales organization is represented in the United States by networks of 350 BMW Passenger Car and BMW Sports Activity Vehicle Centers, 143 BMW Motorcycle Dealerships, 117 MINI Passenger Car Dealerships and 38 Rolls-Royce Dealerships Motor Car. BMW (US) Holding Corp., the BMW Group’s sales headquarters for North America, is located in Woodcliff Lake, New Jersey.

About the Kentucky Derby
The $3 million Kentucky Derby takes place on the first Saturday in May at the historic Churchill Downs in Louisville, Kentucky. Inaugurated in 1875, the legendary 1 1/4 mile race for three-year-olds is the longest major sporting event in North America and the first stop in the Triple Crown series of horse races. Also known as “The Run for the Roses™” and “The Most Exciting Two Minutes in Sports™”, the Kentucky Derby is the nation’s most attended horse race. This year, the Kentucky Derby will take place on May 7, 2022. For more information, visit www.KentuckyDerby.com.