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Mumm to sponsor the Kentucky Derby
G.H. Mumm is to become the official Champagne sponsor of America’s most high profile horse race: the Kentucky Derby.
Mumm’s sponsorship will begin with the 141st race, which takes place at Churchill Downs on 2 May. As part of the collaboration, a Mumm “winner’s circle” will be created on the track directly beneath Churchill Downs’ famed Twin Spires.
The Champagne will play a part in the victory celebrations at the derby, along with major events at the track throughout the year. Before the derby gets underway, a bottle of Mumm Cordon Rouge will be ceremoniously sabred.
“We’re thrilled to become the official Champagne of the Kentucky Derby. The sponsorship aligns perfectly with the dynamic spirit of Mumm and will enable us to achieve the growth and ambition we have for the brand in the market,” said Jeff Agdern, SVP of Pernod Ricard USA’s Wines and Champagnes.
“We welcome Mumm to the Kentucky Derby, one of the world’s most spectacular sports celebrations, as a partner in both our great race and year-round festivities at Churchill Downs,” said Kevin Flanery, president of Churchill Downs racetrack.
In preparation for the event, Mumm will feature in various in-store displays in the US and will run a social media campaign around the Kentucky Derby.
Churchill Downs in Louisville has hosted the Kentucky Derby every year since 1875.
Nicknamed “the most exciting two minutes in sports”, the first race was won by a horse called Aristides ridden by Oliver Lewis, with a time of two minutes and 37 seconds.
Last year, California Chrome scooped first place with jockey Victor Espinosa steering him to glory in just two minutes and three seconds.