Breeders' Cup Renews Deal With Grey Goose For Three More Years

By Liz Mullen, Staff Writer, SportsBusiness Journal

Grey Goose Inks Three-Year Sponsorship Renewal To Title Breeders' Cup Juvenile Races

The Breeders’ Cup has signed a new three-year sponsorship renewal with Grey Goose vodka, a Bacardi brand, in a deal one source said was valued in the seven figures. Grey Goose, which has sponsored the Breeders’ Cup for the last five years, will be the title sponsor of the Breeders’ Cup Juvenile and the Breeders’ Cup Juvenile Fillies as part of the new deal, said Breeders' Cup Senior VP/Sales & Marketing Carter Carnegie. Carnegie did not give the specific value of the deal, but said it has "increased and it’s for three years.” He added, "For us what is great about this deal is that this is not just a renewal, they have increased their investment with us. For the last five years they have been a model of a perfect partner, because they activate behind our event and the brand matches perfectly with the values of our event, which is premium and best of class. What they like about our event is the international nature of it because it is seen in over 130 countries and they are a global brand.”