The Breeders' Cup has signed a multiyear deal with Tito's Handmade Vodka that makes the brand the official vodka of the annual event as well as title sponsor of the Juvenile Fillies race. Financial details were not disclosed. Tito's has had a partnership with the Breeders' Cup since '13, but this new deal is on a higher tier and expands the relationship and benefits for the vodka brand. The $2M race for two-year-old female thoroughbreds will be called the Tito's Handmade Vodka Breeders' Cup Juvenile Fillies and will receive increased TV exposure on NBCSN as well as expanded on-site signage, including at the entry gates. The Breeders' Cup is made up of 14 races, each with a purse of $1M or more, for horses of different genders run on grass or dirt at different distances. This year, the races will be held at Churchill Downs in Louisville, Ky., on Nov. 2-3. Six of the 14 races now have title sponsors. The Breeders' Cup has three outside sales agencies, but this deal was negotiated by Breeders' Cup CMO Bryan Pettigrew and Tito's VP/Sales, Central Region Eric Barlund. The new partnership also provides a new component for Tito's and the Breeders' Cup to participate in charitable donations to care for thoroughbred horses after their racing careers are finished, which was important to the Austin-based company. Tito's already is involved in charitable causes benefiting animals, Barlund said.
