The Breeders' Cup and Jockey Club announced July 1 that the Breeders' Cup will sponsor the America's Best Racing ABRV traveling experience vehicle in its cross country journey to promote Thoroughbred racing and the Breeders' Cup this year.
The ABRV is a 45-foot streamliner bus manned by six young horse-racing brand ambassadors who are traveling to venues across the country in a peer-to-peer marketing campaign targeting Millennials. The ABRV kicked off its tour at the South by Southwest event in Austin, Texas in March and since then has made stops in Atlanta, Miami, Baltimore, Lexington, Louisville, Ky., and New York.
Over the next several months, the bus and the ambassadors will make stops and promote Thoroughbred racing at the following locations: Oceanport, N.J., Saratoga Springs, N.Y., Chicago, San Diego, and Los Angeles. The tour will culminate with an appearance at the Breeders' Cup World Championships at Santa Anita Park November 1-2.
Breeders' Cup also has selected America's Best Racing (followhorseracing.com), a multi-media new fan development and awareness-building platform initiated by The Jockey Club, to become the official new fan engagement partner of Breeders' Cup. America's Best Racing will create and provide select, original digital content for Breeders' Cup and further help promote and raise awareness across earned, social and digital media platforms.
Additionally, Breeders' Cup Limited and the Jockey Club intend to explore a variety of promotional, marketing, sponsorship, media, and advertising opportunities, as well as to consider financing new initiatives in the area of technology and interactive games.
"The Jockey Club and the Breeders' Cup share a common vision about the future of Thoroughbred racing," said Jockey Club vice president of business development Jason Wilson. "This collaboration will accelerate efforts to drive sustainable growth for Thoroughbred racing and breeding and it is a great way for two industry leaders to leverage resources dedicated for the betterment of the sport and our fans."
"We are very pleased to partner with the Jockey Club in sponsoring the ABRV and maximizing exposure for the America's Best Racing website," said Breeders' Cup Chief Marketing Officer Drew Sheinman. "It is the mission of both the Breeders' Cup and the Jockey Club to aggressively promote the sport of Thoroughbred racing to as wide an audience as possible, utilizing the combined resources of our marketing, digital, and social outreach."