TVG, the TV horse racing and interactive wagering network, has signed a one-year sponsorship deal with the National Thoroughbred Racing Association that will provide it with exposure and access that will equate to more carriage and a higher consciousness in the minds of thoroughbred racing fans. Sources pegged the deal in the low seven figures.
Under the deal, Television Games Network, which is available in more than 14 million U.S. homes through cable and satellite providers, will be title sponsor of all 19 races in the NTRA’s Sprint Division from June to October. TVG also title-sponsors the Sprint race at October’s Breeders’ Cup.
TVG, which expands its prior “marketing partner” relationship with the NTRA, will produce the “Breeders’ Cup Simulcast Show,” a live, closed-circuit broadcast of all eight Breeders’ Cup races, distributed to more than 2,000 off-track locations, along with a 30-minute handicapping program specific to the Breeders’ Cup.
“It’s all about associating our brand with the top events in the sport,” said TVG President Ryan O’Hara.
TVG’s account-wagering service handled more than $303 million in 2004, a 42 percent increase from 2003.
With another NTRA sponsorship deal imminent, Chip Campbell, senior vice president of media and sponsorships, said he expects to have title sponsors for all eight Breeders’ Cup races for the first time in memory. He said the NTRA is seeking deals in the pharmaceutical and financial services categories, the latter in which Bessemer Trust already has wealth management rights.
Federal Express and NetJets also are on the renewal list, and the NTRA needs to replace Nextel, which dropped its sponsorship late last year.
