Breeders' Cup Retains Front Row Marketing

To market and sell commercial rights and sponsorship opportunities for Championships.

The Breeders' Cup has retained Front Row Marketing Services to market and sell commercial rights and sponsorship opportunities for the  Breeders' Cup World Championships.

According to a Breeders' Cup release, Front Row Marketing Services, a division of Comcast-Spectacor, is a sports industry leader in building commercial rights programs for professional teams in the NBA, NFL, MLB, NHL, and NCAA Division 1 college teams, and the operation and management of more than 100 stadium authorities and entertainment companies.

"After a thorough review, we chose Front Row because they have established a stellar reputation and a proven track record of success with world class properties like Formula 1 Grand Prix and America's Cup in sponsorship acquisition and integrated event services and strategies that increase the value and dynamic presence of those enterprises," Drew Sheinman, Breeders' Cup senior vice president and chief revenue officer, said in a statement.

"The Breeders' Cup is a multifaceted event that cuts across a number of marketing platforms, including broadcast, digital, and social media, along with a number of special events and high-end hospitality at Santa Anita. We look to Front Row to develop these initiatives and bring brand marketers to the Breeders' Cup."

"There are few annual sports properties that are more global in scope than the Breeders' Cup, and we are looking forward to joining Drew and his team to help increase awareness and create new brand partnerships," said Chris Lencheski, CEO of Front Row Marketing Services.

"The sport of horse racing is in the midst of an industry-wide repositioning in the new landscape we are in, and there is no better leading property to take advantage of that repositioning that this elite, lucrative, season-ending event. It has tremendous upside and unlimited potential."

"Front Row Marketing Services continues its rapid growth by securing, once again, another major long-standing sporting event," said Comcast-Spectacor president Peter Luukko. "This is a terrific opportunity for Front Row Marketing Services to take the Breeders' Cup to new heights. We look forward to a long relationship with this elite property."