Stay Thirsty: Dos Equis Named The Official Beer Of Breeders' Cup

By Liz Mullen, Staff Writer, SportsBusiness Journal

The Breeders’ Cup has signed a one-year deal with Heineken brand Dos Equis to be the official beer of the '09 Breeders Cup World Championships to be held November 6-7 at Santa Anita Park, marking the second straight year Dos Equis has sponsored the event.“In these difficult economic times, we are grateful that a company like Dos Equis sees the value of a partnership with the Breeders’ Cup,” said Breeders' Cup Senior VP/Sales Carter Carnegie. "What they really like is that we are in Los Angeles and from there it gives them a platform to promote their product in one of their key markets.” The sponsorship includes retail promotions at more than 1,000 retail outlets in the L.A. area; media support including radio, television and online; and the creation of the Dos Equis Cantina in the infield of Santa Anita Park during the two day event. Carnegie would not give financial details of the deal.