Breeders' Cup Hires Chief Marketing Officer
Peter Land, former global managing director of the international public relations firm Edelman, has been named chief marketing officer of Breeders’ Cup, officials announced Oct. 1.
Land, who was director of marketing communications for the National Basketball Association for five years from 1993-98 prior to joining Edelman, will spearhead marketing for the 25th Breeders’ Cup World Championships in 2008 at Oak Tree at Santa Anita Park in California. Land will be responsible for the integrated marketing of the World Championships, the Breeders’ Cup Challenge, Breeders’ Cup Stakes program, and Breeders’ Cup foal and stallion nominations. As such, he will oversee sponsorship, event planning and marketing, television, advertising, digital marketing, merchandising, licensing, and communications for the organization.
Land’s appointment is effective immediately, and he will work from the Breeders’ Cup’s Manhattan office.
“The Breeders’ Cup is already a stellar event on the global sports landscape,” Land said in a statement. “Working together with the teams in New York and Lexington, we have an opportunity to take the brand and the event to new heights. The roster of marketing partners, including our broadcast partner ESPN, are enthusiastic about the Breeders’ Cup and will be pivotal to the long-term success of the event.”
Land’s appointment to the newly created position comes during a period of innovation for the Breeders’ Cup, which turns 25 in 2008. The organization launched the Breeders’ Cup Challenge, its new televised series of automatic qualifying races, July 28, and this year’s World Championships at Monmouth Park Oct. 26-27 will be the first two-day format for the event with its expansion to 11 races from eight. The organization recently tabbed Velocity to market the title sponsorship of the event.
“We are very excited to have someone with Peter’s expertise in promoting global brands taking the reins at such an exciting time for the Breeders’ Cup,” Breeders’ Cup chairman Bill Farish said. “He has a proven track record in the sports and entertainment marketing world, as he demonstrated during his time with Edelman and the NBA. We look forward to Peter helping us to further enhance the Breeders’ Cup brand and to build its value as a global property.”
Most recently, Land managed the sports, sponsorship, and multi-cultural divisions of Edelman. Among his clients, which spanned several industries, were Canon, Duke University, GE, Johnson & Johnson, NBC Universal, NY Road Runners, PGA TOUR, Samsung, and Unilever. He also managed several marketing communications programs in the fashion, music, and television areas.
Prior to joining the NBA, Land worked with Kraft Foods in London as director of European promotions, as an account supervisor at Cohn & Wolfe in New York, in public relations for ProServ, and as reporter/copy editor for the Washington Post. He is a cum laude graduate of Duke University, where he earned a bachelor of arts degree in history.
Land lives in Manhattan with his wife, Kim, and children Sara and Cole.
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