Horsepower at the First Turn 

Inside the Ford First Turn Club and the Partnership Shaping One of Derby Day’s Most Dynamic Views 

Written by Jeanna Burkhead Cunningham

In the early hours of Derby Week, long before the gates open and the hats appear, the work is already underway. Trucks move steadily through the backside. Trailers deliver horses, feed and hay and equipment is unloaded with efficiency. The scene is a reminder that the Kentucky Derby depends as much on logistics and labor as it does spectacle.  

By the time the grandstand fills and the infield hums with thousands more, the energy shifts. Along the concourse and near the first turn, vehicle displays invite guests to explore the latest models up close. Guests pause for photos. Some linger to ask questions. Others take in the view from the Ford First Turn Club, where the horses charge past in the thrilling first moments of the race.

Few vantage points at Churchill Downs rival it.    

From this angle, guests watch the field surge from the starting gate and funnel into the first turn, where the energy tightens and positions are claimed. The thunder of hooves rises. Silks flash in a blur of color. Strategies unfold in real time. The view offers close proximity without compromise—placing you right in the action while enjoying the comfort of a refined hospitality setting.

Introduced in 2023 as part of the racetrack’s premium offerings, the First Turn Club quickly became one of the most sought-after experiences on Derby Day. The space blends expansive sightlines with elevated dining. Thoughtful design creates a sense of separation from the crowd, while remaining fully immersed in the rhythm of the race day.  

Ahead of Derby 151, the space was renamed the Ford First Turn Club, a natural evolution of the relationship between Churchill Downs and Ford.  

“Ford has been a true partner in every sense of the word,” says Casey Ramage, Senior Consultant of Marketing and Partnerships at Churchill Downs Racetrack. “This space allows us to integrate their brand into one of the most dynamic vantage points on the property in a way that enhances the guest experience.” 

The integration is visible but measured. Architectural signage and interior branding elements reinforce the υ
name without overwhelming the setting. More than placement, the Ford First Turn Club signals long-term investment and partnership. Visibility is tied to experience, to perspective and to the feeling of watching the field charge into the first turn on the First Saturday in May.  

Churchill Downs and Ford were born in different industries, yet each emerged from defining American moments. The Kentucky Derby grew from the post-Civil War optimism that gave rise to the world’s most iconic horse race in 1875. Ford helped shape the industrial ingenuity that transformed transportation at the turn of the 20th century. 

Both have become cultural fixtures. They command generational loyalty and national recognition. Each has navigated economic cycles, technological disruption and evolving consumer expectations without losing clarity of purpose. 

Shared steadiness is the foundation of Ford’s role as the exclusive automotive partner of the Kentucky Derby. The designation as the “Official Horsepower of the Kentucky Derby” speaks to more than speed or strength. On Derby Day, Ford’s presence is difficult to miss.  

Near the final stretch, three tote board vehicles frame one of the most photographed views on the property. Around the first turn, additional displays anchor both the interior and exterior spaces, reinforcing the partnership in one of the track’s most dramatic locations. 

In the Paddock Plaza and near the VIP Gate, guests encounter interactive installations designed for engagement as much as visibility. Vehicles function not as static displays, but as touchpoints. Backdrops for photos, conversation starters and opportunities for product specialists to connect with fans. The experience ranges from the sleek lines of a Mustang or Mach-E to the capability-driven presence of Ford’s Super Duty trucks. 

The collaboration extends well beyond Derby Weekend. Throughout the Spring Meet and into the September and Fall Meets, branded race sponsorships, vehicle displays and hospitality integrations reinforce that this is not a two-day activation but an ongoing relationship. 

One of the clearest expressions of that commitment is Ford Day at the Races. Employees from the company’s Louisville assembly plant and Kentucky truck plant, along with their families, are welcomed to Churchill Downs for a day at the track. The event reflects a connection that feels distinctly local. With roughly 12,000 Kentuckians employed across its two major Louisville facilities, Ford is not just a national brand with a presence at the Derby; it is a major employer woven into the fabric of the city. 

“At Ford, our mission is to create tangible impacts in the communities where we work and serve,” explains Phil O’Connor, Director of Global Marketing Communications – Ford Blue and Model E at Ford Motor Company. “Our Louisville manufacturing facilities employ thousands of Kentuckians, and our heritage of capability, passion and innovation makes Churchill Downs an ideal partner. We’re proud to continue supporting the Bluegrass State.” 

In Louisville, it is common to find families whose ties to Ford span generations, much like their traditions surrounding the Kentucky Derby. Derby stories and Ford stories often unfold in the same households. That shared civic footprint reframes the partnership. It is grounded not only in race day visibility, but in workforce, community and long-standing regional pride. 

With the partnership extended through 2029, both Churchill Downs and Ford are approaching the years ahead with a shared understanding: longevity requires intention.  

For Churchill Downs, that means continuing to refine the Derby experience while protecting the traditions that define it. For Ford, it means advancing technology and capability while staying connected to the communities that support its work. Neither institution has become relevant by standing still.  

Future Derby Weeks will bring new vehicle innovations, expanded fan engagement and evolving hospitality environments. The visible elements may change. Models will update; displays will evolve, but the foundation of the partnership remains. It is built on collaboration, adaptability and a long-term view rather than short-term.  

Horsepower has always been central to the story at Churchill Downs. It powers the field down the stretch. It drives the infrastructure behind the scenes. And increasingly, it shapes the experience beyond the rail. 

From the backside to the Ford First Turn Club, from Derby Day to the Fall Meet, the presence of Ford reflects more than horsepower. It reflects alignment—between two institutions that understand performance, preparation and the value of staying connected to the place they call home. 

When the gates spring open and the field surges forward, the moment lasts little more than two minutes. The partnership framing that charge, measured, deliberate and built for endurance, is designed to carry well beyond the Finish Line.