NEW YORK (August 20, 2013) – The Breeders’ Cup announced today that it has retained Front Row Marketing Services, one of the world’s largest and fastest-growing sports and entertainment marketing firms, to market and sell commercial rights and sponsorship opportunities for the Breeders’ Cup World Championships.
The Breeders’ Cup World Championships, Thoroughbred racing’s most prestigious international event, consisting of 14 races and purses and awards totaling $27 million, will be held on Friday, November 1 and Saturday November 2 at Santa Anita Park, in Arcadia, Calif., outside Los Angeles. The Breeders’ Cup, which will be televised live by the NBC Sports Group, with the $5 million Breeders’ Cup Classic shown live and in primetime on NBC, is an annual gathering of stars from the worlds of Hollywood entertainment, business, sports and celebrities from all walks of life, and held for the next two years at Santa Anita Park, one of America’s most iconic sports venues.
Front Row Marketing Services, a division of Comcast-Spectacor, is a sports industry leader in building commercial rights programs for professional teams in the NBA, NFL, MLB and NHL, NCAA Division 1 college teams and the operation and management of more than 100 stadium authorities and entertainment companies.
“After a thorough review, we chose Front Row because they have established a stellar reputation and a proven track record of success with world class properties like Formula 1 Grand Prix and America’s Cup in sponsorship acquisition and integrated event services and strategies that increase the value and dynamic presence of those enterprises,” said Drew Sheinman, Senior Vice President and Chief Revenue Officer of the Breeders’ Cup. “The Breeders’ Cup is a multifaceted event that cuts across a number of marketing platforms, including broadcast, digital and social media, along with a number of special events and high-end hospitality at Santa Anita. We look to Front Row to develop these initiatives and bring brand marketers to the Breeders’ Cup.”
"There are few annual sports properties that are more global in scope than the Breeders’ Cup, and we are looking forward to joining Drew and his team to help increase awareness and create new brand partnerships," said Chris Lencheski, CEO of Front Row Marketing Services. "The sport of horse racing is in the midst of an industry-wide repositioning in the new landscape we are in, and there is no better leading property to take advantage of that repositioning that this elite, lucrative, season-ending event. It has tremendous upside and unlimited potential."
"Front Row Marketing Services continues its rapid growth by securing, once again, another major long-standing sporting event," added Comcast-Spectacor President Peter Luukko. "This is a terrific opportunity for Front Row Marketing Services to take the Breeders' Cup to new heights. We look forward to a long relationship with this elite property."
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 2013 Breeders’ Cup World Championships, consisting of 14 races and purses totaling $27 million will be held Nov. 1-2 at Santa Anita Park in Arcadia, Calif., and will be televised live by the NBC Sports Network. Breeders’ Cup press releases appear on the Breeders’ Cup Web site, www.breederscup.com. You can also follow the Breeders’ Cup on social media platforms Facebook, Twitter and YouTube
About Front Row Marketing Services
Front Row Marketing Services®, a Comcast-Spectacor subsidiary headquartered in Philadelphia, Pennsylvania, and its sister company Front Row Analytics®, a proprietary sponsorship evaluation company, operate on a global to local platform in sports, entertainment, stadia, venues, consumer engagement and municipalities with divisions in the specific practices of College Rights, Municipal Rights, Digital Film and TV Rights, Venue and Team Rights and Social Media. We are a collection of veteran sports and entertainment executives operating on four continents with offices in 35+ cities whose portfolio of clients, present and past, stretches from professional sports teams in the Barclays Premier League (Norwich City FC), NFL (Seattle Seahawks, Philadelphia Eagles, Houston Texans), MLB (Pittsburgh Pirates, Kansas City Royals), NHL (Philadelphia Flyers), NBA (Philadelphia 76ers, Orlando Magic, Brooklyn Nets, Detroit Pistons), MLS (Seattle Sounders, Philadelphia Union), and AHL (Abbotsford Heat, Portland Pirates, Adirondack Phantoms, Hershey Bears); to venues (Wells Fargo Center, XFINITY Live! Philadelphia, The Greek Theatre, Singapore Sports Hub, Iowa Events Center, Budweiser Events Center, Miami Beach Convention Center, Rose Garden); to motorsports (Sam Schmidt Motorsports, Pocono Raceway, Dover Motorsports); to golf (PGA, LPGA); to international football matches (Trophée des Champions) and to college (Temple University, the University of North Dakota, Saint Cloud State University, Drexel University, Fordham University, James Madison University, Colonial Athletic Association, Valley of the Sun Bowl Foundation). FRMS is also now representing The America’s Cup, which will be held in San Francisco in September.