Drew Sheinman joins Breeders’ Cup as chief marketing
officer
The Breeders’ Cup announced Monday that Drew Sheinman has been named to the
position of Senior Vice President and Chief Marketing Officer. Sheinman will
spearhead the overall marketing, business development sponsorship sales,
television, digital media and communications initiatives for the Breeders’ Cup
World Championships, Thoroughbred racing’s year-ending international event,
which will be held November 1-2 at Santa Anita Park in Arcadia, California.
Sheinman, from New York, brings a wealth of experience developing and
commercializing global celebrity, sports and lifestyle brands and businesses as
an owner, entrepreneur and venture partner, most recently with Vision Works LLC,
since 2005. Sheinman has worked with premier companies, entrepreneurs and
celebrities to develop businesses and client relationships as diverse as the
NFL, MTV and Simon Property Group.
Previously, he served as Director of Sports Marketing for Coca-Cola Co. and
Vice President, Marketing for the New York Mets; and held senior level marketing
and business development positions with the Baltimore Orioles and Madison Square
Garden.
Sheinman’s experience also includes Founding Partner MAXX Talent, and
Rockefeller Consulting Group and President of Simon Brand Ventures. His noted
groundbreaking accomplishments include establishing a new profit center revenue
model for the real estate/mall industry, by conceiving and transforming Simon
Mall Network’s 250 malls into an entertainment marketing and media platform,
generating record advertising and sponsorship revenues.
He also created sports as entertainment business ventures with MTV Rock n’
Jock, a programming/event franchise partnering the network’s musicians with top
flight athletes; The Major League Baseball FanFest, baseball theme park, which
Brandweek honored as the “Event of the Year; and Coca-Cola Olympic City for the
1996 Atlanta Games, a 12-acre theme park which generated 750,000 paid
admissions. As its first ever Chairman Sheinman led the formation of the
Association of National Advertisers (ANA) Event Marketing/Sponsorship Committee.
“We are proud to have selected one of the most talented, innovative and
respected individuals in the sports marketing business to take the reins as our
new CMO,” said Craig Fravel, Breeders’ Cup President and CEO. “Drew’s track
record as a creative force and his sports marketing and event expertise will be
a terrific asset to the Breeders’ Cup and the global reach of the Breeders’ Cup
World Championships.”
Sheinman, who will be based in New York, will begin his duties officially on
May 13.
“Throughout my career I have had the privilege of being involved with the
premiere global sports and entertainment events and the Breeders’ Cup is
certainly in that class,” Sheinman said. “It is an honor and a privilege to work
with a great brand and management team to help lead the exciting future of the
Breeders’ Cup and the Thoroughbred industry.”
“Having known Drew Sheinman for 30 years, I know the Breeders’ Cup is getting
an outstanding marketing executive who will continue to grow this tremendous
event,” said Jon Miller, President, Programming, NBC Sports and NBC Sports
Network.
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