The Breeders’ Cup has named Dos Equis as the Official Beer Sponsor of the 2010 Breeders’ Cup World Championships, marking the third year that Dos Equis will serve as the Official Beer of the Championships. The 27th Breeders’ Cup World Championships, consisting of 14 races and $26 million in purses, will be held Friday, Nov. 5, and Saturday, Nov. 6, at Churchill Downs.
Highlights of the 2010 Dos Equis sponsorship include:
--Retail promotions at retailers throughout Louisville, Lexington, Indianapolis, Cincinnati, and Nashville, Tenn.
--Dos Equis will have branding and exclusive rights in the import category for Level 6 of the Jockey Club Suites at Churchill Downs, the Thursday night Winner’s Circle Celebration, Breeders’ Cup Post Race Reception and Official Breeders’ Cup Hotel Hospitality Lounges
--Creation of the Sahara Lounge, an area that will offer unprecedented viewing at the top of the stretch in sections 126-128 of the Grandstand Reserve at Churchill Downs during the Breeders’ Cup World Championships. The Dos Equis Sahara Lounge will feature a DJ, Dos Equis pouring stations, and an up-close area to watch the races
--Through its retail activation, promoting the Sahara Lounge at the World Championships, Dos Equis will offer discounted two-day General Admission tickets for $20. Consumers can obtain a promotion code at the retail display and more information about how to gain access into the Sahara Lounge via a tear off pad, which is redeemable at www.bcwc2010.com.
“We have enjoyed Dos Equis involvement with the Championships the past two years and are pleased that they are intending to increase activation around this year’s event,” said Carter Carnegie, Breeders’ Cup senior vice president of business development. “We know that our guests both at the track and at the ancillary events appreciate the high quality products Dos Equis provides.”
“We're looking forward to bringing horse racing enthusiasts a number of extraordinary enhancements in the third year of Dos Equis's sponsorship of the Breeder’s Cup World Championships,” said Ryan Thompson, brand manager, Dos Equis. “The Dos Equis discounted ticket promotion throughout Louisville will ensure the Breeder's Cup is accessible for even more consumers.”