Breeders' Cup Announces Formation Of Distinct Marketing Tiers

The Breeders' Cup yesterday announced the formation of three distinct tiers of marketing partners and developed expanded benefits for those partners. The three tiers of sponsorship 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 will receive entitlement benefits in Breeders' Cup World Championship races. Three premier partners also will serve as presenting sponsors of Breeders' Cup Challenge telecasts. Meanwhile, Breeders' Cup promotional partners will be featured in activation programs at Santa Anita Park and in advance of the Championships. Partner Dos Equis will create the Dos Equis Cantina, a branded area in the track's infield, as well as conducting a retail program that will include POS promotion in the L.A. market. Fellow promotional partners NTRA Advantage and John Deere, meanwhile, will host a backstretch breakfast at Santa Anita the week of the event. The Breeders' Cup also announced it will limit commercials and the frequency of commercial breaks over the two-day, nine-hour telecast of the Championships on ABC, ESPN and ESPN2 (Breeders' Cup). Breeders' Cup CMO Peter Land: "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" (THOROUGHBRED TIMES, 7/22).