Breeders' Cup Hoping 'Best Is Yet to Come'

The organization will unveil a new marketing campaign for the World Championships.

Breeders’ Cup marketing will have new look in the lead up to the 2012 World Championships at Santa Anita Park.

The theme is based on an old song—“The Best Is Yet To Come”—by 36-year-old singer Michael Buble. Breeders’ Cup president Craig Fravel discussed the organization’s plans for this year's Championships during the May 2 University of Kentucky Equine Law Conference in Lexington.

Fravel was the luncheon speaker at the event. His presentation included a video of the Breeders’ Cup at Santa Anita in previous years while the Frank Sinatra song played.

“Some fundamental aspects needed review,” Fravel said. “We looked at the brand and creative approaches. It will all be based on the song (by Buble). It will be the foundation point, because we really do believe at Breeders’ Cup the best is yet to come.”

Buble, a Canadian, has a throwback Sinatra-like voice but his appeal spans many age groups.

Breeders’ Cup also will be reworking its website. The new creation probably will be launched in June after the Triple Crown races are run.

Fravel took over as Breeders’ Cup president last year after more than 20 years with the Del Mar Thoroughbred Club in California. He said he’s not a good handicapper, but he offered a few selections for the May 5 Kentucky Derby Presented by Yum! Brands (gr. I).

Fravel likes Union Rags  because he’s a fan of the Wyeth family’s art, and Creative Cause  because he’s a “hometown horse” that raced at Del Mar. But he also mentioned Dullahan, who is owned by Breeders’ Cup director Jerry Crawford’s Donegal Racing.

“He guarantees the horse is going to win the Kentucky Derby. He was predicting the same thing" before Dullahan won the Toyota Blue Grass Stakes (gr. I), Fravel said.