$1-Million Contest Tied to Breeders' Cup Races

On Friday, the National Thoroughbred Racing Association and Breeders' Cup Ltd. launched a contest in which fans will have the opportunity to win $1-million for correctly picking all eight winners during this year's championship day races at Churchill Downs on Nov. 4. Prizes will also be awarded to fans selecting fewer than eight winners.

To participate, fans can register online at the Breeders' Cup Web site, breederscup.com, or the NTRA site, ntra.com, starting Sept. 15

According to the two organizations, the "NTRA $1 Million Breeders' Cup Challenge" will incorporate Internet and e-mail messages designed to engage and educate contest participants about this year's Breeders' Cup. The effort will include a series of e-mail messages--customized to the fan's level of knowledge about racing and wagering--will be sent throughout the promotion. The e-mails will include recaps of past Breeders' Cup prep races and previews of upcoming events, as well as links to an online racing glossary, TV schedules and other event information. Contestants will receive weekly communications along with several special updates. The e-mails are scheduled to begin Friday and will continue through Nov. 1, the day of the Breeders' Cup draw. From Nov. 1 through Nov. 3, fans will have the opportunity to submit their Breeders' Cup picks via the Internet.

"The NTRA $1,000,000 Breeders' Cup Challenge offers an excellent opportunity for us to build a database of e-mail addresses and to begin permission marketing with these fans," said Keith Chamblin, NTRA vice president-industry relations and marketing. "The e-mail component of the Challenge will make it easy and cost-effective to communicate with our customers long after the promotion has concluded."

"This promotion will do more than simply build awareness of the Breeders' Cup Championship," said Damon Thayer, director of marketing for Breeders' Cup Ltd. "It will also help us educate fans about the sport of Thoroughbred racing and encourage them to watch the Breeders' Cup telecast on NBC or wager on the event at their local racetrack or off-track facility."

The promotion will be advertised through Internet media, including sports Websites and on the "NTRA Racing to the Breeders' Cup" telecasts on the ESPN networks. The NTRA said the direct marketing firm E-Dialog is providing services related to the promotion.