NEW YORK (July 1, 2013) – The Breeders’ Cup and The Jockey Club announced today that the Breeders’ Cup will sponsor America’s Best Racing ABRV traveling experience vehicle in its cross country journey to promote Thoroughbred racing and the Breeders’ Cup this year.
The ABRV is a 45-foot streamliner bus manned by six, young horse-racing brand ambassadors who are traveling to venues across the country in a peer-to-peer marketing campaign targeting Millennials. The ABRV kicked off its tour at the South by Southwest event in Austin, TX in March and made stops in Atlanta, Miami, Baltimore, Lexington, Louisville and New York since then.
Over the course of the next several months, the bus and the ambassadors will make stops and promote Thoroughbred racing at the following locations: Oceanport (NJ), Saratoga Springs (NY), Chicago, San Diego and Los Angeles. The tour will culminate with an appearance at the Breeders’ Cup World Championships at Santa Anita Park (Arcadia, CA) on November 1-2.
Breeders’ Cup has also selected America’s Best Racing (followhorseracing.com), a multi-media new fan development and awareness-building platform initiated by The Jockey Club, to become the official new fan engagement partner of the Breeders’ Cup. America’s Best Racing will create and provide select, original digital content for the Breeders’ Cup and further help to promote and raise awareness of Thoroughbred racing’s year end Championship across earned, social and digital media platforms.
Additionally, Breeders’ Cup Limited and The Jockey Club intend to explore a variety of promotional, marketing, sponsorship, media and advertising opportunities, as well as to consider financing new initiatives in the area of technology and interactive games.
“The Jockey Club and the Breeders’ Cup share a common vision about the future of Thoroughbred racing,” said Jason Wilson, The Jockey Club’s Vice President of Business Development. “This collaboration will accelerate efforts to drive sustainable growth for Thoroughbred racing and breeding and it is a great way for two industry leaders to leverage resources dedicated for the betterment of the sport and our fans.”
“We are very pleased to partner with The Jockey Club in sponsoring the ABRV and maximizing exposure for the America’s Best Racing website,” said Breeders’ Cup Chief Marketing Officer Drew Sheinman. “It is the mission of both the Breeders’ Cup and The Jockey Club to aggressively promote the sport of Thoroughbred racing to as a wide an audience as possible utilizing the combined resources of our marketing, digital and social outreach.”
About The Jockey Club
The Jockey Club, founded in 1894 and dedicated to the improvement of Thoroughbred breeding and racing, is the breed registry for North American Thoroughbreds. In fulfillment of its mission, The Jockey Club, directly or through subsidiaries, provides support and leadership on a wide range of important industry initiatives, and it serves the information and technology needs of owners, breeders, media, fans and farms. Additional information is available at jockeyclub.com. The Jockey Club is the architect and sole funding source for America’s Best Racing, a broad-based fan development initiative for Thoroughbred racing that is also promoted and publicized by NTRA Communications. You can follow America’s Best Racing at www.followhorseracing.com as well as on social media platforms Facebook, Twitter, Pinterest, Google+, and Instagram).
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 World Championships will be held at Santa Anita Park in Arcadia, Calif., on Nov. 1-2, and will be televised live on the NBC Sports Network and NBC in the US. The $5 million Breeders’ Cup Classic will be shown live and in primetime on NBC. 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.