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New sponsorship structure unveiled for Breeders' Cup The Breeders' Cup has formed three distinct tiers of marketing partners, part of a broad new sponsorship strategy that officials announced on Monday. These three tiers of Breeders' Cup sponsors are Premier Partners, Promotional Partners and Industry Champions. The four premier partners -- Grey Goose, Sentient Flight Group, Bessemer Trust and Emirates Airline -- each will be aligned with specific racing divisions and receive entitlement benefits in Breeders' Cup World Championship races on Friday and Saturday of the two-day event, scheduled for October 24-25 at Santa Anita. They are:
Three of the premier partners also will serve as presenting sponsors of Breeders' Cup Challenge telecasts. Sentient Flight Group will be the presenting sponsor for Saturday's telecast of the Whitney H. (G1), Go for Wand H. (G1), Diana S. (G1) and Alfred G. Vanderbilt H. (G2) at Saratoga Race Course from 4 to 6 p.m. on ABC. Bessemer Trust will act in this capacity for the ESPN2 telecast of the August 24 Pacific Classic (G1), Rancho Bernardo H. (G3), Pat O'Brien H. (G2) and Del Mar Mile (G2) from 8 to 10 p.m. Emirates Airline will present the October 4 Breeders' Futurity (G1) and Shadwell Turf Mile (G1) at Keeneland, along with Woodbine's Canadian International S. (Can-G1), E.P. Taylor S. (Can-G1), Nearctic S. (Can-G2) and Summer S. (Can-G3), which will be shown on ESPN from 4 to 6 p.m. (all times EDT). As part of the new marketing strategy, the Breeders' Cup will limit commercials and the frequency of commercial breaks over the two-day, nine-hour telecast of the Breeders' Cup World Championships on ABC, ESPN and ESPN2. The 2008 Breeders' Cup World Championships, with $25.5 million in purses, will be televised live on ABC, ESPN, ESPN2 and in more than 120 countries. The Breeders' Cup will feature 14 races over two days with Championship Friday dedicated to female Thoroughbred championship racing and special festivities. The 2009 Breeders' Cup will also be held at Santa Anita Park. "The two-day format provides our partners with races on both championship days, enhancing their sponsorship experience and commitment to be aligned with the premium nature of the Breeders' Cup," said Peter Land, chief marketing officer of the Breeders' Cup. "This new format will also benefit fans tuning in at home." Breeders' Cup Promotional Partners will benefit from activation programs both at the venue and in advance of the Breeders' Cup World Championships. Breeders' Cup Promotional Partners include:
For example, Dos Equis will create the Dos Equis Cantina, a branded, themed area in the Santa Anita infield, as well as conduct a retail program, including point of sale promotion in the Los Angeles market. NTRA Advantage and John Deere will host a backstretch breakfast at Santa Anita the week of the Breeders' Cup World Championships entertaining various members of the industry. The Breeders' Cup has also announced its Industry Champions:
Breeders' Cup Industry Champions benefit from advertising opportunities in all Breeders' Cup television broadcasts, online at www.breederscup.com and in the Official World Championships Program.
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