Sentient is New Breeders' Cup Partner

The agreement marks the private aviation company's first involvement with racing.

Breeders’ Cup said March 10 that Sentient Flight Group, a full-service private aviation company, has become the official private aviation partner of the Breeders’ Cup. The Breeders’ Cup partnership marks Sentient’s entrance into horse racing.

As part of a multi-year agreement, Sentient and Breeders’ Cup will jointly develop media and entertainment marketing programs to support the event, to be held at Santa Anita Park Oct. 24-25, in the Los Angeles marketplace and on a national level. Sentient will conduct hospitality events at the Breeders’ Cup World Championships and throughout the year at other Breeders’ Cup-related venues. Sentient will also provide Breeders’ Cup with a variety of customized private travel programs for its constituents.

“Given the tremendous appeal of the Breeders’ Cup World Championships, this partnership is a perfect fit for our marketing efforts across all of our core businesses, including aircraft management, jet membership, and retail charter,” Sentient Flight Group chief executive officer Steven Hankin said in a statement.

Sentient has replaced NetJets as the sponsor in the aviation category. NetJets for several years has sponsored the Breeders’ Cup Mile (gr. I) and the Mile Division.

“Sentient has replaced  NetJets as a Breeders’ Cup Sponsor in this category,” Breeders’ Cup chief marketing officer Peter Land said March 10. “We value the relationship we have with Rich Santulli and NetJets, and thank them for their years with the Breeders’ Cup.”

Breeders’ Cup spokesman Jim Gluckson said Sentient will sponsor a Breeders’ Cup race, but the race hasn’t been determined. In February, Breeders’ Cup officials indicated their sponsorship roster is undergoing revision. None of World Championships events have been assigned sponsors thus far.

Officials said major sponsors should be announced by the summer, and efforts continue to land a title sponsor whose name would carry the entire two-day event.

In addition to being the nation’s leading aircraft management operation, Sentient includes the Sentient Jet Membership Program, with more than 3,000 active members, and is the the largest provider of private jet charter services.

“Sentient Flight Group is a fast growing, aggressive company that shares many brand attributes with the Breeders’ Cup, and we are thrilled to welcome Sentient to our exclusive roster of official Breeders’ Cup marketing partners,” Breeders' Cup chairman Bill Farish said in a statement. “We are confident that Sentient can identify and maximize business opportunities within the loyal international audience for the Breeders’ Cup.” 

The 2008 World Championships will offer $25.5 million in purses over the two days.