AIG, Bulgari Sign One-Year Deals As Sponsors Of Breeders' Cup

By Terry Lefton, Editor-at-Large

Bulgari Becomes Official Watch Sponsor Of Breeders' Cup In One-Year Deal

The Breeders' Cup has renewed AIG, and signed high-end watch brand Bulgari as a new sponsor around a month and a half before the 14-race event October 24-25 at Santa Anita Park. In a one-year deal, Bulgari, the Breeders' Cup's first watch sponsor, gets its name on a luncheon at its Rodeo Drive retail location that will kick off race festivities. As part of the sponsorship, Bulgari gets product integration -- it will present one of its pricey timepieces to all winners of each race. "It's our version of the [Masters'] Green Jacket,'' said Breeders' Cup CMO Peter Land. The sponsorship marks Bulgari's first sports marketing effort. AIG's one-year renewal covers the insurance category broadly. Under the agreement, it will title the "Ride of the Day" vignette on ABC and ESPN's coverage of the Breeders' Cup. AIG will be the presenting sponsor of the Shoemaker Award, presented annually to the top Breeders' Cup jockey. The insurer will also underwrite a post-race reception for sponsors at the track.