One of America’s most recognized brands, and one of Louisville’s top employers, is making a splash at Churchill Downs Racetrack for the 2026 Kentucky Derby, held on Saturday, May 2.
Ford Motor Co., the car manufacturer known for America’s best-selling truck, is showing off at the Kentucky Derby with fan experiences sprawling all across the massive horse racing facility.
In Louisville, Ford has roughly 13,000 employees across its Kentucky Truck Plant where the famed Super Duty trucks, Ford Expedition and Lincoln Navigator are made and at Louisville Assembly Plant, which previously produced the Ford Escape and Lincoln Corsair and will soon be home to Ford’s newest EV truck.
“Louisville really feels like our second headquarters,” Kelsey Ruder, marketing manager at Ford Motor Co., said of the Michigan-based car maker.
So much so that people will see “Ford” nearly everywhere they go at Churchill Downs during Kentucky Derby Week. Ford is the official horsepower of the Kentucky Derby and rooftop signage sporting the company’s name can be spotted on the backside barns that stable the horses. On the big board at the racetrack, Ford will sponsor the race report and content.
In addition, the company is also sponsoring the Kentucky Oaks and Kentucky Derby post-position draw, held from 2-3 p.m. on April 25.
Here’s what else Ford Motor Co. is bringing to Churchill Downs for fans during Kentucky Derby Week:
What Ford pop-ups, activations will be at the 2026 Kentucky Derby?
- The exclusive Ford First Turn Club, which the automaker secured naming rights of in 2025, returns for its second year. The space provides ticketed fans with dining room access, an outdoor overlook seating area and a patio area along the rail of the first turn on the track. Also at the Ford First Turn Club, there will be a Mach-E display.
- Ford and Vineyard Vines are teaming up for two vehicle displays on site, including an F-150 display near the first turn and a Bronco display on the backstretch. There will also be an F-150 truck display in the Paddock area.
- Ford will have a variety of other vehicles on display throughout the track, including a display paying homage to America’s 250th anniversary with F-250s in red, white and blue at the toteboard.
- At the red carpet, spectators can find tributes to the Ford Mustang.
- In honor of the Kentucky-made Ford Expedition’s 30th anniversary, a special anniversary edition SUV will be on display in the Clubhouse.
- The automaker has become known at the Kentucky Derby for its iconic floral wall displays that generate prime social media moments for fans. These displays will return for the 2026 Kentucky Derby.
- New this year, Ford will have an “American Horsepower” display in the Paddock Plaza that boasts a 1901 “Sweepstakes” Race Car, the first race car from Henry Ford and one that actually raced on a horse racing track, and a Bronco Raptor 4600, which is Ford Racing’s stock‑class Ultra4 race vehicle.
- Ford will have an infield activation for the first time bringing fans an Explorer and Bronco Sport display as well as a photo opportunity.
- Ford will also have vehicle specialist on site at the Kentucky Derby and other days during the Kentucky Derby Week to help curious fans learn more about the vehicles.
Contact Business Reporter Olivia Evans at oevans@usatodayco.com or on X at @oliviamevans_.
This article originally appeared on Louisville Courier Journal: Ford brings ‘American horsepower’ to Kentucky Derby 2026