Ford Motor Company ( F ) shares are trading higher today.

On Wednesday, the company renewed its partnership with Churchill Downs Racetrack as the exclusive automotive partner of the Kentucky Derby presented by Woodford Reserve.

Under the multi-year deal extending through 2029, Ford will expand its presence at Churchill Downs by securing naming rights to the First Turn Club, now officially the Ford First Turn Club.

This extended collaboration grants Ford category exclusivity and an expanded presence with interactive vehicle displays to enhance fan engagement during Derby Week and beyond.

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Additionally, Ford will showcase exclusive luxury vehicle displays and new Ford-themed fan experiences at key locations, including the Paddock Plaza and VIP Gate, ensuring strong brand visibility throughout Derby Week.

Ford will continue its sponsorship of key Kentucky Derby and Oaks activations, including branding on the Derby Starting Gate, presenting sponsorship of the Churchill Downs Barn Area, a Derby Day race entitlement, exclusive digital content, and year-round vehicle displays at Churchill Downs.

Phil O’Connor, director of global marketing communications – Ford Blue and Model e at Ford Motor Company ( F ) said, “Ford has a deep connection with the Louisville community. Our Louisville-based manufacturing facilities employ roughly 12,000 Kentuckians.”

”Our heritage of capability, passion and innovation make our friends at Churchill Downs Racetrack ideal partners. We’re excited for this next chapter in our partnership and honored to continue supporting the bluegrass state.”

Earlier this month, Ford Pro partnered with Work Truck Solutions to introduce an online tool that helps customers easily find road- and work-ready trucks and vans in Ford dealer inventory.

Investors can gain exposure to the stock via First Trust Nasdaq Transportation ETF ( FTXR ) .

Price Action: F shares are up 0.91% at $10.05 at the last check Wednesday.

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