Dos Equis is 'Official Beer Sponsor' of Cup

Sponsorship includes infield cantina.

(Edited Breeders' Cup release)

For the second year, Dos Equis has been named “Official Beer Sponsor” of the 2009 Breeders’ Cup World Championships. Consisting of 14 races and $25.5 million in purses, the Breeders’ Cup will be held on Nov. 6-7 at Santa Anita Park in Arcadia, Calif.  

 The 2009 Dos Equis sponsorship include:

--Retail promotions at more than 1,000 retailers in the Los Angeles market

--Dos Equis hosted Breeders’ Cup themed events in key accounts

--Media support with radio, out-of-home, online and television

--Creation of the Dos Equis Cantina in the infield of Santa Anita Park during the Breeders’ Cup World Championships.  Fans will be able to access the Dos Equis Cantina with a purchased ticket or with a $10 general admission ticket.

“We enjoyed Dos Equis involvement with the Championships last year and are pleased that they are intending to increase activation around this year’s event,” said Peter Land, chief marketing officer of the Breeders’ Cup.

“The Breeders’ Cup offers the kind of interesting, world-class excitement that the Dos Equis consumer is looking for,” said Kheri Holland Tillman, vice president of marketing, Dos Equis.