Land Leaves Breeders' Cup for Pepsico Post

Land Leaves Breeders' Cup for Pepsico Post
Photo: Courtesy of Breeders' Cup
Peter Land

 

 Edited Breeders' Cup release)

The Breeders’ Cup announced Aug. 26 that chief marketing officer Peter Land will be leaving the organization after two years to accept a position with PepsiCo as senior vice president, communications, beginning Sept. 14. He will be the lead communications executive overseeing the full portfolio of beverage brands, including Pepsi-Cola, Tropicana, and Gatorade in North and Latin America and have company-wide oversight of PepsiCo's global digital efforts.

"We identified Peter in 2007 as someone who could help us make the Breeders' Cup World Championships more of a mainstream sports and entertainment property and he did an excellent job, particularly with programs to expand consumer participation and enhance the Breeders' Cup brand. We wish him well in his new position," said Breeders' Cup president and CEO Greg Avioli.

Breeders' Cup officials indicated the organization would not immediately seek a replacement for Land. "We have a great team in place both at Breeders' Cup and at our 2009 host facility at Oak Tree at Santa Anita to ensure a seamless operation for this year's championships," said Avioli. "Moving forward we would expect to address any additional personnel needs in the marketing area in the context of the organization's ongoing strategic planning initiatives."

For the short-term, Land's responsibilities will be handled by Breeders' Cup senior vice president of Sales Carter Carnegie, vice president - media and entertainment Peter Rotondo Jr., and senior communications consultant Jim Gluckson.

Land initiated the Breeders' Cup expansion in the digital environment with the championships moving to its first ever online ticketing process in 2009, the development of Internet based marketing and CRM programs and an expanded emphasis on social media. He also furthered the Breeders’ Cup's relationship with the broader sports and entertainment communities and helped launch Breeders' Cup Charities.

"I have a great affection for the Breeders' Cup and the horse racing community," said Land. "I strongly believe the Breeders' Cup World Championships will continue to grow and enhance its status as the world's most prestigious horse racing event."

Land will remain at the Breeders' Cup through early September to ensure a smooth transition.

 

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