Drew Sheinman joins Breeders' Cup as chief marketing officer

Drew Sheinman joins Breeders' Cup as chief marketing

officer

The Breeders' Cup announced Monday that Drew Sheinman has been named to the

position of Senior Vice President and Chief Marketing Officer. Sheinman will

spearhead the overall marketing, business development sponsorship sales,

television, digital media and communications initiatives for the Breeders' Cup

World Championships, Thoroughbred racing's year-ending international event,

which will be held November 1-2 at Santa Anita Park in Arcadia, California.

Sheinman, from New York, brings a wealth of experience developing and

commercializing global celebrity, sports and lifestyle brands and businesses as

an owner, entrepreneur and venture partner, most recently with Vision Works LLC,

since 2005. Sheinman has worked with premier companies, entrepreneurs and

celebrities to develop businesses and client relationships as diverse as the

NFL, MTV and Simon Property Group.

Previously, he served as Director of Sports Marketing for Coca-Cola Co. and

Vice President, Marketing for the New York Mets; and held senior level marketing

and business development positions with the Baltimore Orioles and Madison Square

Garden.

Sheinman's experience also includes Founding Partner MAXX Talent, and

Rockefeller Consulting Group and President of Simon Brand Ventures. His noted

groundbreaking accomplishments include establishing a new profit center revenue

model for the real estate/mall industry, by conceiving and transforming Simon

Mall Network's 250 malls into an entertainment marketing and media platform,

generating record advertising and sponsorship revenues.

He also created sports as entertainment business ventures with MTV Rock n'

Jock, a programming/event franchise partnering the network's musicians with top

flight athletes; The Major League Baseball FanFest, baseball theme park, which

Brandweek honored as the “Event of the Year; and Coca-Cola Olympic City for the

1996 Atlanta Games, a 12-acre theme park which generated 750,000 paid

admissions. As its first ever Chairman Sheinman led the formation of the

Association of National Advertisers (ANA) Event Marketing/Sponsorship Committee.

"We are proud to have selected one of the most talented, innovative and

respected individuals in the sports marketing business to take the reins as our

new CMO," said Craig Fravel, Breeders' Cup President and CEO. "Drew's track

record as a creative force and his sports marketing and event expertise will be

a terrific asset to the Breeders' Cup and the global reach of the Breeders' Cup

World Championships."

Sheinman, who will be based in New York, will begin his duties officially on

May 13.

"Throughout my career I have had the privilege of being involved with the

premiere global sports and entertainment events and the Breeders' Cup is

certainly in that class," Sheinman said. "It is an honor and a privilege to work

with a great brand and management team to help lead the exciting future of the

Breeders' Cup and the Thoroughbred industry."

"Having known Drew Sheinman for 30 years, I know the Breeders' Cup is getting

an outstanding marketing executive who will continue to grow this tremendous

event," said Jon Miller, President, Programming, NBC Sports and NBC Sports

Network.

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