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Dos Equis New Breeders' Cup Sponsor
The Breeders’ Cup announced June 17 that Dos Equis has agreed to become the official beer sponsor of the 2008 Breeders’ Cup World Championships. As part of the agreement, Dos Equis will have exclusive marketing rights on-site at Santa Anita Park for the 25th running of the Breeders’ Cup World Championships to be held October 24-25, 2008. Dos Equis will create the Dos Equis Cantina, a branded cantina area in the Santa Anita infield, as well as provide performers for the infield’s entertainment stage. The format will be similar to the Dos Equis infield at this year's Preakness Stakes (gr. I). Retail promotions will be executed by Dos Equis in the Los Angeles market to help support Breeders’ Cup initiatives and Dos Equis will host special themed events in key accounts. Dos Equis will also incorporate paid media to support their sponsorship with out-of-home, radio, print and internet advertising. Breeders’ Cup and Dos Equis are also exploring exposure opportunities for the national telecasts that will air on ABC, ESPN and ESPN2. “Dos Equis is focused on creating a unique infield environment at Santa Anita Park that reflects the look and feel of both the Dos Equis and Breeders Cup brands,” said Kheri Holland Tillman, vice president of marketing for Dos Equis. “We’re also very excited about activating events and promotions in the Los Angeles market to help build buzz and create excitement for the Cup and our presence there.” The 2008 Breeders’ Cup World Championships, with $25.5 million in purses, will be televised live on ABC, ESPN, ESPN2 and in more than 120 countries. The Breeders’ Cup will feature 14 races over two days with Championship Friday dedicated to female Thoroughbred championship racing and special festivities. The 2009 Breeders’ Cup will also be held at Santa Anita Park. “Dos Equis is a premium brand with a reputation for excellence in the event marketing arena, and we are extremely proud to have them join the Breeders’ Cup family of partners,” said Peter Land, chief marketing officer of the Breeders’ Cup. “Dos Equis will deliver a variety of activation elements that will satisfy and entertain our fans and provide a festive atmosphere for our Championships.” |
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