Roses, mint juleps, and BMWs will be staples of this year’s Kentucky Derby.

One of the most iconic luxury events in the United States now has an equally luxurious and iconic brand as a partner this year, and it’s BMW. With this partnership, BMW becomes the first luxury automotive brand to officially partner with the Kentucky Derby, and through this partnership, the brand plans to turn the most exciting 2 minutes in sports into a long-lasting collaboration between two loved icons.

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BMW features 3 main efforts as part of this partnership, called Club 7, The American Turf presented by BMW, and The Ultimate Macaron Bar. Club 7 is a display that will showcase the new BMW 7 Series, as well as the first-ever all-electric BMW i7 among a flower wall that features over 7,000 roses and lilies. The display will feature walkarounds and a 360-degree photo booth. The American Turf Stakes race will feature extensive BMW branding and sponsorship throughout, along with an advertisement for the new BMW i7 that will be displayed before the race on the world’s largest 4K screen. Finally, the Ultimate Macaron Bar is part of BMW’s status as the Official Luxury Vehicle of Taste of Derby, a prestigious culinary event held before the derby. At the official BMW macaron bar, guests will be able to customize and curate their own macaron flavors and fillings. With BMW by its side, the Kentucky Derby is quite the event, in both the equestrian and automotive worlds.

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Source: BMW