For the second consecutive year, the Ram Truck brand continued its title as the Official Truck of Churchill Downs and the Kentucky Derby with a multi-faceted program dedicated to the 2011 Kentucky Oaks and Kentucky Derby horse races.
According to the official press release:
“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 best part of the partnership for Kentucky Derby viewers, just like in the Super Bowl or World Series, was arguably the sponsor’s commercials.
Ram Trucks had its share, including a spot called “Silence” with actor Sam Elliott doing the voice-over. Which, as it turned out, was ironic since the winning horse was “Animal Kingdom.”
The Dodge brand also introduced its new tagline: “Guts. Glory. Ram.”
Ram Trucks also had a national advertising presence in the Triple Crown race programs, as well as magazine and website advertising.
The 2011 Ram 1500 was named a Consumers Digest Best Buy and AUTOMOBILE Magazine All-Star.
Article Last Updated: May 7, 2011.
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A sports, travel and business journalist for more than 45 years, James has written the new car review column The Weekly Driver since 2004.
In addition to this site, James writes a Sunday automotive column for The San Jose Mercury and East Bay Times in Walnut Creek, Calif., and a monthly auto review column for Gulfshore Business, a magazine in Southwest Florida.
An author and contributor to many newspapers, magazines and online publications, James has co-hosted The Weekly Driver Podcast since 2017.