Breeders' Cup's New Sponsorship Program

Breeders' Cup's New Sponsorship Program
Photo: File Photo
Edited press release

As part of a new sponsorship strategy, the Breeders’ Cup, announced July 21 it has formed three distinct tiers of marketing partners and developed expanded benefits for those partners.
The three tiers of Breeders’ Cup sponsors are Premier Partners, Promotional Partners and Industry Champions.

The four premier partners -- Grey Goose, Sentient Flight Group, Bessemer Trust and Emirates Airline – each will be aligned with specific racing divisions and receive entitlement benefits in Breeders’ Cup World Championship races on Friday and Saturday of the two-day event. They are:

(Premier Partner --Breeders’ Cup World Championships Race)

Grey Goose--Juvenile Fillies Turf (Championship Friday), Juvenile Turf (Championship Saturday)
Sentient Flight Group--Filly and Mare Sprint (Championship Friday), Sprint (Championship Saturday)
Bessemer Trust--Juvenile Fillies (Championship Friday), Juvenile (Championship Saturday)
Emirates Airline--Filly and Mare Turf (Championship Friday), Turf (Championship Saturday)

Three of the premier partners also will serve as presenting sponsors of the following Breeders’ Cup Challenge telecasts:

(Premier Partner--Date--Breeders’ Cup Challenge Event --Time (ET)/Station)
Sentient Flight Group--July 26--Whitney Handicap, Saratoga Racecourse--4:00-6:00 p.m./ABC
Go For Wand Handicap, Diana Stakes, A.G. Vanderbilt Handicap

Bessemer Trust--August 24--Pacific Classic, Del Mar--8:00-10:00 p.m./ESPN2
Rancho Bernardo Handicap, Pat O’Brien Handicap, Del Mar Mile

Emirates Airline--October 4--Lane’s End Breeders’ Cup Futurity, Keeneland  4:00-6:00/ESPN
Shadwell Turf Mile, EP Taylor Stakes, Woodbine, Summer Stakes, Canadian International Stakes, Nearctic Stakes

As part of the new marketing strategy, the Breeders’ Cup will limit commercials and the frequency of commercial breaks over the two-day, nine-hour telecast of the Breeders’ Cup World Championships on ABC, ESPN and ESPN2.

The 2008 Breeders’ Cup World Championships, with $25.5 million in purses, will be televised live on ABC, ESPN, ESPN2 and in more than 120 countries. The Breeders’ Cup will feature 14 races over two days with Championship Friday dedicated to female Thoroughbred championship racing and special festivities. The 2009 Breeders’ Cup will also be held at Santa Anita Park.

“The two day format provides our partners with races on both Championship days, enhancing their sponsorship experience and commitment to be aligned with the premium nature of the Breeders’ Cup,” said Peter Land, chief marketing officer of the Breeders’ Cup. “This new format will also benefit fans tuning in at home.”

Breeders’ Cup Promotional Partners will benefit from activation programs both at the venue and in advance of the Breeders’ Cup World Championships.  Breeders’ Cup Promotional Partners include:

Dos Equis   
John Deere
NTRA Advantage   

For example, Dos Equis will create the Dos Equis Cantina, a branded, themed area in the Santa Anita infield, as well as conduct a retail program, including point of sale promotion in the Los Angeles market. NTRA Advantage and John Deere will host a backstretch breakfast at Santa Anita the week of the Breeders’ Cup World Championships entertaining various members of the industry.

The Breeders’ Cup has also announced its Industry Champions:

Darley Stables
Lane’s End Farm   
Three Chimneys Farm

Breeders’ Cup Industry Champions benefit from advertising opportunities in all Breeders’ Cup television broadcasts, online and in the Official World Championships Program.

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