The Ram Brand sponsors the 2011 Kentucky Derby
Few sports events around the world draw more attention than the legendary Kentucky Derby so from a marketing perspective, there aren’t many events that are bigger than this for reaching automotive customers…especially those who may need to tow something (like a horse). As the main sponsor of the 2011 Kentucky Derby, the bold Ram logo will appear everywhere at Churchill Downs, including on the backs of the track crew and on both legs of the jockeys competing in the million dollar horse race.
In addition to the jockeys wearing the Ram on their pants as well as other appearances around the grounds, there will be Ram brand vehicle displays showing off the features to the equestrian sport – a group which Chrysler states is one of the most common hobbies of today’s Ram owner. The 137th running of the Kentucky Derby will also feature the new Ram Backcountry VIP lounge for horse owners and jockeys which will provide the high profile attendees a chance to learn more about the Ram brand, while enjoying computer terminals, a library and a barista…offering the VIPs at the event a chance to kick back and relax in the presence of some awesome new trucks.
Chrysler is not only using the 2011 Kentucky Derby to show off new products to the equestrian crowd but they will also use this event to unveil a brands new slogan. Ram CEO Fred Diaz offered the following comment on the new partnership with the world renown horse race and the new slogan:
“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. 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 field for the 2011 Kentucky Derby is as follows:
2. Brilliant Speed
3. Twice the Appeal
4. Stay Thirsty
5. Decisive Moment
6. Comma to the Top
7. Pants On Fire
8. Dialed In
9. Derby Kitten
11. Master of Hounds
13. Mucho Macho Man
15. Midnight Interlude
16. Animal Kingdom
18. Uncle Mo
20. Watch Me Go
In the 18th spot, early favorite Uncle Mo was scratched early this morning for complications from an illness the horse suffered earlier this year. With the previous favorite out of the race, Dialed In has become the favorite as we are about 24 hours away from the post time. Starting in the third position, Twice the Appeal was a bit of a longshot (20 to 1) but with Uncle Mo scratching, the stallions appeal has gone up quite a bit. Add the fact that back to back Derby winner Calvin Borel is Twice the Appeal’s jockey and you have a horse that could give Borel his unprecedented third straight Derby win.
As both a Ram owner and horse owner, I’m excited to see the Ram truck brand so well displayed at this major event. My pick to win the 137th Kentucky Derby is Twice the Appeal backed by Calvin Borel and my longshot pick is Brilliant Speed…how can you go wrong with a name like that?
The 2011 Kentucky Derby is scheduled to begin around 5:30pm and you can catch the most exciting two minutes on sports this year on NBC.