Ram Truck Brand Launches Multitier Sponsorship with Churchill Downs and Kentucky Derby

AUBURN HILLS, Mich., May 2, 2012 /PRNewswire/ -- 

• 138th running of the Kentucky Derby marks Ram Truck brand's third year as exclusive automotive partner
• Ram is the 'Official Truck' of Churchill Downs and the Kentucky Derby
• Fans attending weekend races will be immersed in Ram Truck brand experiences including vehicle placement, truck integration, signage and posters
• Television, print and digital advertising campaigns complement on-site branding
• Ram sponsors dedicated 'Horsemen's Lounge' at Churchill Downs for horse owners and trainers

Whether attending the 138th running of the Kentucky Derby at Churchill Downs, watching the event on TV or following it via print or digital and social media, Thoroughbred race fans will be totally immersed in the Ram Truck brand experience as Ram launches its 2012 sponsorship with Churchill Downs and the Kentucky Derby.

For the third consecutive year, the Ram Truck brand is the exclusive automotive partner and the "Official Truck" of Churchill Downs and the Kentucky Derby.

The brand is showcasing its sponsorship with a multifaceted program dedicated to the 2012 Kentucky Oaks and Kentucky Derby. From the moment Thoroughbred fans enter Churchill Downs they will be immersed in the Ram Truck brand via vehicle displays, work trucks in and around the track, gate crew staff uniforms, posters and track-side signage throughout the grounds.

The posters and signs featured on the Ram Country Churchill Downs backside are specially crafted messages that resonate with horse racing fans and Ram Truck owners alike, such as "Hard-earned, Not Hard-won," "Courage not Chance," "Champions are Made, Not Born," and "It's not two Minutes. It's a Lifetime."

"A lifetime of hard work, dedication and conviction go into making it to Churchill Downs and the same is true about our Ram trucks," said Fred Diaz, President and CEO – Ram Truck Brand and Chrysler de Mexico, Chrysler Group LLC. "An efficient, powerful and dependable truck is a must-have tool whether you are an owner, trainer, track crew member or fan. With our broad lineup of trucks, Ram can meet the needs of everyone involved in Thoroughbred racing."

Complementing the on-site branding, Ram is launching television, print and digital advertising campaigns promoting its sponsorship and "Official Truck" status. The brand's 60-second "Giants" and "Tommy and the Ram" spots will run on NBC as part of the network's May 5 Kentucky Derby coverage as will a 30-second Ram brand promotional feature produced by NBC Sports showcasing the Ram 1500 and 3500 Ram Laramie Longhorn. A full-page ad will run in USA Today's May 4 race preview and a three-page spread will run in the Sports Illustrated post-event derby issue. Print ads also will run in select sports and equestrian publications, including Athlon Sports and Blood Horse magazine.

Digital-media advertising includes placements on various sites, including NBCSports.com, SI.com, BleacherReport.com, SportingNews.com and the Churchill Downs and Kentucky Derby sites (www.churchilldowns.com, www.kentuckyderby.com, and www.kentuckyoaks.com).

Ram Truck brand Facebook (www.facebook.com/ramtrucks) and Twitter (www.twitter.com/ramtrucks) fans also can be part of the race-day excitement by following exclusive content, photo coverage and interviews that will be posted by the brand throughout the day.

In addition to a major Ram Truck brand presence at Churchill Downs frontside with trucks positioned throughout the venue, a dedicated "Horsemen's 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. The VIP lounge is equipped with computer terminals and a library and sitting area staffed by Ram Truck ambassadors and a barista. The lounge was created in an effort to solidify the brand's commitment to the sport of Thoroughbred racing. Also featured in Ram Country on the Churchill Downs backside are unique logo placements on select barn stable rooftops, fencing, fence posts and the veterinarian building located in this area.

For the third year, a representative from the Ram Truck brand will present the winning trophy to the owner and jockey of the American Turf Stakes on Kentucky Oaks day. 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 2012 Ram 1500 Laramie Longhorn truck.

About Ram Truck Brand

The Ram Truck brand continues to establish its own identity and clearly define its customer since its launch as a new Chrysler Group LLC vehicle brand. Creating a stand-alone brand for Ram trucks has allowed the brand to concentrate on how core customers use their trucks and what new features they'd like to see. Whether focusing on a family that uses its half-ton truck day in and day out, a hard-working Ram Heavy Duty owner or a business that depends on its commercial vehicles every day, Ram has the truck market covered.

SOURCE Chrysler Group LLC

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