The Breeders’ Cup has announced the sites of the next three Breeders’ Cup World Championships. In 2015, the thoroughbred race will be held at Keeneland race course in Lexington, Kentucky, for the first time in the event’s 30-year history. In 2016, the Breeders’ Cup will return to Santa Anita Park in Arcadia, California, for the ninth time. And in 2017, Del Mar Thoroughbred Club in Del Mar, California, will host the event for the first time.
“In solidifying the Breeders’ Cup World Championships as a leading global event in thoroughbred racing, we are very pleased to align ourselves with three of the world’s premier racetracks in Keeneland, Santa Anita and Del Mar,” said Craig Fravel, Breeders’ Cup president and CEO. “The outstanding reputations and historic achievements of each of these venues, coupled with our enhanced platform of marketing and experiential initiatives, provide us with an excellent opportunity to grow our audience by combining the best that horse racing and entertainment have to offer.”
The multiyear strategy is part of an extension of the brand’s “The Best Is Yet To Come” campaign. Additionally, as a part of its overall strategy to promote the World Championships, Breeders’ Cup has recently announced new marketing initiatives, including a multimedia partnership with NBC, which is comprised of 11 national broadcasts showcasing 18 Breeders’ Cup Challenge Series: Win & You’re In qualifying races. The Breeders’ Cup has also initiated media partnerships with Time Inc., properties such as Sports Illustrated and People; and reinforced its Celebrity Ambassador program, which partners with celebrities to bring attention to horse racing across various multimedia channels.