Big Ad Hopes For Breeder's Cup Challenge
Brandweek, Thursday, July 19, 2007 10:45 AM
The Breeders' Cup is the real championship of thoroughbred horse racing, and while it is in the shadow of the Triple Crown, it hopes to change that by establishing "The Breeders' Cup Challenge." The event will feature 24 stakes races at six venues and be televised by ABC/ESPN. It is touted as a "Win and You're in" format, with the top pony in each preliminary race getting a slot in the championship stakes.
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"The importance of having the races at different premiere courses throughout the U.S. is to create a direct linkage with the Breeders' Cup brand and the brands of top racetracks," says Greg Avioli, president and CEO of the Breeders' Cup. "It's never before been connected to the rest of the industry like this."
Emirates Airlines is the presenting sponsor for the Breeders' Cup Challenge and other backers include Dodge, Grey Goose, UPS and Century 21. And it has retained sports marketing agency Velocity to recruit more. "We want to extend our brand through sponsorship into other corporations, such as those that offer luxury and financial services," says Avioli.
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