Press Release

Breeders' Cup Announces Launch of Cheval, New Luxury Merchandise Line

LEXINGTON, Ky. (October 9, 2017) - The Breeders’ Cup, one of Thoroughbred horseracing’s most prestigious international events, today announced the launch of Cheval, a new luxury merchandise line representing the brand’s most high-end offerings. The collection includes a variety of men’s and women’s apparel and accessories from notable brands, including Barbour, Peter Millar, Rebecca Ray, and Joules. The Breeders’ Cup’s continued commitment to high level fashion reaffirms the brand’s unique foothold as the ultimate lifestyle, style, and entertainment experience.

“Thoroughbred horse racing has always boasted a rich history of fashion traditions, and we are excited to offer our fans stylish, comfortable options to wear both on and off the track,” said Bryan Pettigrew, Breeders’ Cup Chief Marketing Officer. “The Cheval collection’s name and visual identity center around the most important part of our world – the horse – and align with our core brand values of excellence, prestige, and aspiration.”

The Cheval collection includes essential, everyday apparel and accessories in high-quality materials like cashmere and bridle leather. The men’s collection includes sweaters, dress shirts, vests, and light jackets while the women’s collection includes cashmere shawls and wraps, sweaters, and jackets. Accessories, such as stylish canvas and bridle leather satchels with solid brass accents, are also available. Cheval’s logo, the iconic Breeders’ Cup horsehead profile, speaks to the simplicity and sophistication of the line, which is comprised of items from Barbour, Peter Millar, Rebecca Ray, and Joules, and will be expanded throughout 2018.

The Cheval launch follows the announcement of a multi-year partnership with Upper Right Marketing, a leading national retailer for major brands which will serve as the exclusive Breeders’ Cup online and general retail operator for all branded apparel and merchandise for Thoroughbred racing’s World Championships event. Upper Right Marketing creates and operates full service e-commerce websites and assists companies in their branding efforts through retail merchandise campaigns. Among its various clients are Maker’s Mark and the Kentucky Three-day Event in Lexington.

Cheval merchandise is available for purchase at

About Breeders’ Cup

The Breeders’ Cup administers the Breeders’ Cup World Championships, Thoroughbred racing’s year-end Championships. The Breeders’ Cup also administers the Breeders’ Cup Challenge qualifying series, which provides automatic starting positions into the Championships races. The 2017 Breeders’ Cup World Championships, consisting of 13 Grade I races with purses and awards totaling more than $28 million, will be held November 3-4 at the Del Mar Thoroughbred Club in Del Mar, Calif., and will be televised live by the NBC Sports Group. The Breeders’ Cup culminates with the $6 million Breeders’ Cup Classic, which was rated No. 1 in the world in the final 2016 Longines World’s Best Horse Race rankings. Breeders’ Cup press releases appear on the Breeders’ Cup Web site, You can also follow the Breeders’ Cup on social media platforms, Facebook, Twitter, Instagram, Snapchat and YouTube.

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