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BMW of North America returned as a key sponsor of the legendary Kentucky Derby® in 2023, marking their second consecutive year of participation. The spotlight this year was on the debut of BMW’s most powerful vehicle yet, the XM, as well as their top electric SUV, the BMW iX M60. The event provided a platform for BMW to engage with passionate racing enthusiasts and showcase their commitment to electrified high-performance vehicles.
BMW’s presence at the Kentucky Derby® was hard to miss, with a striking display of the new BMW XM at the VIP entrance. Guests, including celebrities and VIPs, were greeted by an Alpine White XM boasting an impressive 653 horsepower. A fleet of BMW cars, including the XM, served as stylish shuttles for the event, enhancing the brand’s luxurious image.
To cater to all attendees, BMW showcased another XM in front of a captivating live flower wall, providing a picturesque backdrop for visitors. Guests entering the area had the opportunity to experience the XM up close through detailed product walkarounds and capture their memories at the popular 360-degree photo booth.
The Kentucky Derby® also became a prominent stage for the BMW iX M60. Positioned prominently in front of the newly unveiled First Turn Suites building, the electric SUV made a lasting impression. Attendees could engage with the vehicle through interactive photo opportunities while BMW product experts were on hand to provide in-depth information and answer any questions.
BMW’s presence extended beyond the vehicles themselves. The brand gained exposure at the Kentucky Derby’s American Turf Stakes race through placements like horse saddle towels and finish line signage. Additionally, lucky winners of BMW Central Region’s sales contest experienced exclusive indulgence in Kentucky’s hospitality at the glamorous Derby.
