Breeders' Cup teams up with America's Best Racing

Last updated: 7/1/13 5:41 PM

Breeders’ Cup will sponsor the ABRV tour
(Courtesy of Breeders’ Cup Ltd.)

The Breeders’ Cup and The Jockey Club announced Monday 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, Texas, 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, New Jersey; Saratoga Springs, New York; Chicago; San Diego; and Los
Angeles. The tour will culminate with an appearance at the Breeders’ Cup World
Championships at Santa Anita Park 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 Ltd. 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,” Breeders’ Cup
Chief Marketing Officer Drew Sheinman said. “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.”

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