G.H. Mumm has been named the “Official Champagne of the Kentucky Derby and Churchill Downs Racetrack” after a three-year partnership was finalized between the two companies in late January.
A core tenet of this partnership, which begins with the 141st running of the Kentucky Derby on Saturday, May 2, calls for the “G.H. Mumm Winner’s Circle” to be created as part of the ongoing construction of the track’s $4.2 million Winner’s Circle Suites and Courtyard, directly beneath Churchill Downs’ famed Twin Spires. As the Official Champagne Sponsor of the Kentucky Derby and Churchill Downs Racetrack, G.H. Mumm will be a featured part of victory celebrations following stakes races and major events at the track throughout the year.
Under the new partnership agreement, G.H. Mumm will be an integral part of key moments during the Kentucky Derby Day celebration, including a spirited sabering of the Cordon Rouge for the pre-race “G.H. Mumm Toast to the Kentucky Derby.”
“We are thrilled to become the official champagne of the Kentucky Derby,” said Jeff Agdern, Senior Vice President of Pernod Ricard USA’s Wine and Champagne group. “This sponsorship aligns perfectly with the dynamic spirit of G.H. Mumm and will enable us to achieve the growth and ambition we have for the brand in the market.”
“We welcome G.H. Mumm to the celebration of the Kentucky Derby, one of the world’s most spectacular sports and entertainment celebrations, as a partner in both our great race and year-round festivities at Churchill Downs,” said Kevin Flanery, president of Churchill Downs Racetrack. “There are few moments in the worlds of sports and entertainment as special as dramatic and emotional minutes leading up to America’s greatest race and the joyous celebration that follows the victor’s run to the finish. G.H. Mumm will be a wonderful part of those Kentucky Derby moments and memories.”
“This new partnership, with such a prestigious event as the Kentucky Derby, will further strengthen Mumm’s visibility in the U.S. market, a key market for our House and the world of champagne,” said Philippe Guettat, Chairman and CEO for G.H. Mumm Champagne. “As an icon of victory and a partner of the Melbourne Cup for five years, Mumm is proud to support this emblematic race.”
Consumers will be able to see the featured Kentucky Derby activation by G.H. Mumm through various in store displays and digital activations within their social media platforms.