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Volume 24 No. 160
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     Churchill Downs has become a "test market" for tracks
nationwide by using the marketing device of ticket advertising to
attract corporate sponsors, according to Ameet Sachdev of the
LEXINGTON HERALD.  Tickets in the last month "have carried
coupons" for $.03 off a gallon of gas at SuperAmerica or a
discount pizza at Papa John's.  Churchill Downs Dir of Marketing
Larry Sinclair:  "When I walk around the track, I've noticed
people hanging onto tickets."  The track offered the ticket ads
as part of a weekly sponsorship package, where for "five days of
racing each week, a company's logo will appear in Churchill's
ads, in the track program, on a 25-foot sign over the tote board
and on the shirts won by track gate attendants."  The sponsorship
costs $40,000.  Response Advertising Systems in suburban Chicago
approached the track with the idea last year, and Divisional
Manager Joe Scurto said "the tickets have the highest impact at
the track of any medium available because they go right into
people's hands" (LEXINGTON HERALD, 6/13).