Press Release

Breeders' Cup Debuts Official Logo for 2020 Breeders' Cup World Championships at Keeneland

Breeders’ Cup will launch the new logo with two promotional events for chances to attend 2020 event


LEXINGTON, Kentucky (April 19, 2019) – The Breeders’ Cup, one of Thoroughbred horse racing’s most prestigious international events, today debuts the logo for the 2020 Breeders’ Cup World Championships, which will take place on November 6 & 7 at Keeneland Race Course in Lexington, Kentucky. The reveal of the elegant design, which uniquely fuses signature elements of both brands, serves as the official kick off to the 37th running of the Breeders’ Cup World Championships, which will mark the second time that Keeneland will play host to the event since its inaugural year as host in 2015.

The new logo design brings together two iconic racing institutions – the Breeders’ Cup, the world-renowned, season-ending horse racing competition, and Keeneland, the heart of the Thoroughbred industry where many Breeders’ Cup champions were born. Within the design, the official Breeders’ Cup logo sits below the iconic Keeneland finish line post, both of which are encircled by text presenting the prevailing nexus of the organizations: 2020 World Championships. The combination of Breeders’ Cup’s identifying colors of purple and gold with Keeneland’s deep green further denotes the meeting of the brands for the upcoming event.

In conjunction with the unveiling of the new logo, Breeders’ Cup will launch two simultaneous promotions for the unique opportunity to attend the 2020 World Championships. First, on Friday, April 19 through Saturday, April 20, a temporary photo wall featuring the 2020 event logo will be installed at Keeneland Race Course. Fans are encouraged to visit the photo wall and use the various onsite props to take and share images via Twitter or Instagram. Those who share their photos on social media tagging @BreedersCup along with using the hashtag #BC20 will have a chance to win two tickets to the 2020 World Championships.

Breeders’ Cup will also introduce a separate giveaway promotion through its various social media platforms. On Friday, April 19 through Saturday, April 20, Breeders’ Cup will upload an image of the 2020 World Championships logo on Twitter and Instagram. Fans will be asked to retweet the image on Twitter or repost the image on Instagram, as well as tag @BreedersCup and use the #BC20 hashtag. One lucky winner will be selected among the participants and will receive two tickets to the 2020 Breeders’ Cup World Championships.

“As one of the most storied and celebrated race courses in the world, Keeneland is a fundamental fixture of Thoroughbred horse racing and the quintessential host for the 2020 World Championships,” said Craig Fravel, President and CEO of Breeders’ Cup. “Ahead of our upcoming return to Keeneland, we’re proud to unveil our new logo which we feel perfectly unites our two brands and emphasizes that the whole truly is greater than the sum of its parts.”

Designed in partnership with SME Branding, a premier sports branding agency that specializes in brand strategy and identity development, the new logo will appear on official marketing materials and merchandise up to and throughout the 2020 event. Following the development of the 2018 and 2019 event logos, this is the third year that SME has created the official logo for the Breeders’ Cup World Championships. Since its inception in 1989, SME has collaborated with several other world-class sports brands including the Atlanta Braves and the Kentucky Derby.

To learn more about the 2020 Breeders’ Cup World Championships and to sign up for ticketing information, please visit

To view the rules for the two promotions, please visit




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 2019 Breeders’ Cup World Championships, consisting of 14 Graded Stakes with purses and awards totaling more than $30 million, will be held on November 1-2 at Santa Anita Park in Arcadia, Calif., and will be televised live by the NBC Sports Group. Breeders’ Cup press releases appear on the Breeders’ Cup website, You can also follow the Breeders’ Cup on social media platforms Facebook, Twitter, Instagram and YouTube.

About Keeneland

For more than 80 years, the Keeneland Association has devoted itself to the health and vibrancy of the Thoroughbred industry. As the world's largest Thoroughbred auction house, Keeneland conducts four sales a year, in January, September, November and April, and its sales graduates dominate racing across the globe at every level. In April and October, Keeneland offers some of the highest caliber and richest Thoroughbred racing in the world. In 2015, Keeneland hosted the Breeders’ Cup World Championships. Uniquely structured, Keeneland is a private, for-profit corporation that returns its earnings to the industry and the community in the form of higher purses and millions of dollars donated in support of horse industry initiatives and charitable contributions for education, research and health and human services throughout Central Kentucky. To learn more about Keeneland, visit

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