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SBD/April 29, 2013/Marketing and Sponsorship
It's Time: Longines Signs Five-Year Deal To Sponsor Kentucky Oaks Race
Published April 29, 2013
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SIGNAGE ON STARTING GATES, FINISH LINE: Under the terms of the agreement, Longines will advertise on the telecast of the Kentucky Oaks, which is to be aired on NBC Sports Network on Friday. Additionally, Longines will have starting gate and finish line signage. Longines also will receive “race apparel” rights, which includes branding on the starting gate workers’ apparel and on the saddlecloths of the horses in the race. The Derby and Oaks were first run in 1875. Longines was founded in 1832 and is now owned by the Swatch Group. “Both our brand and the famous race boast a long and rich history,” wrote Longines VP & Head of Int’l Marketing Juan-Carlos Capelli in an e-mail. “Tradition means a lot to both organizations.” Longines became the first official watch and timekeeper of the Kentucky Derby in ‘11. That relationship will be extended through ‘17, concurrent with the Oaks sponsorship, as part of the new deal. “Being associated with the Kentucky Derby brings a great visibility to Longines and helps us to increase the brand awareness in the U.S. and all over the world,” Capelli said.