Breeders' Cup Unveils New Brand Campaign

The campaign is built around the song "The Best is Yet to Come."

The Breeders’ Cup on May 29 unveiled its new brand campaign, “The Best is Yet to Come,” set to launch across all Breeders’ Cup marketing platforms.

According to a release, the campaign includes a logo, tagline, and creative executions that will be implemented across web and digital channels, as well as event marketing, print, television, and radio.

As previously reported, the campaign is built around the song “The Best is Yet to Come” that was recorded by such vocalists as Tony Bennett, Frank Sinatra and, most recently, Michael Buble. Jazz artist Kurt Elling recorded a special version of the song to be used throughout campaign materials. Breeders’ Cup is planning for a live performance of the song at this year’s event, according to the release.

“As we looked at new approaches to reinvigorate the Breeders’ Cup brand and expand our audience reach, this song worked so well on a number of levels—the timeless nature of the theme, the way it lends itself to our championship event, and the positive aspiration of the lyrics,” said Craig Fravel, president and CEO of Breeders’ Cup. “As excitement builds throughout the racing calendar, ‘The Best is Yet to Come’ says to us what racing is all about from the birth of a new foal, the drama of the auction ring to the finish line of the Breeders’ Cup Classic.”

The campaign was created by Conover Tuttle Pace of Boston, Mass., which has been the Breeders’ Cup’s agency since 2006. Click here for a 61-second spot for  the campaign.

The 29th running of the Breeders’ Cup World Championships will be held at Santa Anita Park in Arcadia, Calif. Nov. 2-3.

Tickets for the World Championships go on sale to the general public on Monday, June 4 and can be purchased by calling 877-TIX-4CUP or online at