SBD/February 26, 2013/Marketing and Sponsorship

Kegasus Unlikely To Be Used In Marketing Campaign For '13 Preakness Stakes

Kegasus was created to attract a younger audience to the race
The Maryland Jockey Club will unveil its marketing campaign for the 138th Preakness Stakes in the next few weeks, and MJC President Tom Chuckas said that Kegasus, the “beer-guzzling centaur featured prominently in advertisements for the Preakness InfieldFest during the last two years, will likely not be a part of this year’s plans,” according to Jack Lambert of the BALTIMORE BUSINESS JOURNAL. Chuckas said, “I think we’re at a different stage with the InfieldFest. I think the brand is much stronger.” Chuckas “did not completely rule out Kegasus from this year’s running of the Preakness.” But he said, “If you were a betting man, I think Kegasus has gone to the islands.” Kegasus was created by DC-based marketing firm Elevation Ltd. to “help attract a younger audience to the Preakness.” The campaign “drew criticism” from Maryland state Delegate Pat McDonough and others for “encouraging binge drinking.” But Kegasus also “drew national attention and helped boost ticket sales” the past two years. Chuckas said that he “expects attendance at the 2013 Preakness Stakes to rival last year’s total, thanks in part to the presence” of musical acts Pitbull and Macklemore (, 2/25). Preakness organizers said that the Mug Club, which offers unlimited refills of beer in a souvenir mug, will "return this year.” In Baltimore, Wesley Case reported the Mug Club is “available in two areas of the infield, and costs an additional $20” (, 2/25).
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