Drew Sheinman

Drew Sheinman

Breeders' Cup Photo

Sheinman Named to Breeders' Cup Position

Sheinman will be based in New York and will begin his duties May 13.

Drew Sheinman has been named to the position of senior vice president and chief marketing officer at Breeders' Cup Ltd. Sheinman will be based in New York and will begin his duties May 13.

According to a release from the organization, Sheinman will direct the overall marketing, business development sponsorship sales, television, digital media, and communications initiatives for the Breeders' Cup World Championships. For the second consecutive year, the World Championships will be held at Santa Anita Park in Arcadia, Calif., Nov. 1-2.

Sheinman previously served as director of sports marketing for Coca-Cola Co. and vice president of marketing for the New York Mets. He also held senior level marketing and business development positions with Baltimore Orioles and Madison Square Garden, according to the release.

He was also founding partner of MAXX Talent and Rockefeller Consulting Group and president of Simon Brand Ventures. According to the Breeders' Cup, his accomplishments include establishing a new profit center revenue model for the real estate/mall industry by conceiving and transforming Simon Mall Network's 250 malls into an entertainment marketing and media platform that generated record advertising and sponsorship revenues.

He also created sports as entertainment business ventures with MTV Rock n' Jock, a programming/event franchise partnering the network's musicians with top athletes; the Major League Baseball "FanFest" that Brandweek magazine honored as the "Event of the Year"; and Coca-Cola Olympic City for the 1996 Atlanta Games, a 12-acre theme park which generated 750,000 paid admissions. As its first ever chairman, Sheinman led the formation of the Association of National Advertisers Event Marketing/Sponsorship Committee.

"Drew's track record as a creative force and his sports marketing and event expertise will be a terrific asset to the Breeders' Cup and the global reach of the Breeders' Cup World Championships," said Craig Fravel, Breeders' Cup president and CEO, in a statement.

"Throughout my career I have had the privilege of being involved with the premiere global sports and entertainment events and the Breeders' Cup is certainly in that class," said Sheinman.