'Own' a share of Breeders’ Cup Classic Challenge race winners

Jul 7, 2011 6:46 AM

Building on 2011 record levels of consumer awareness for its flagship asset, the $5 million Breeders’ Cup Classic, the Breeders’ Cup is launching a series of marketing activities highlighting the Classic, Classic contenders and Breeders’ Cup Challenge ("Win And You’re In") Classic division races, Breeders’ Cup announced today.

The campaign includes a racetrack-focused consumer promotion encouraging fans to "own" a share of the winners of Breeders’ Cup Classic Challenge races, expanded television coverage of those races, a dedicated web presence and social media campaign, and branding supporting the Breeders’ Cup Classic’s international prestige and its position as America’s richest race.

"This initiative to focus on the Classic is a product of our strategic planning and also an effort to build on the public attention that Zenyatta brought to last year’s event," said Tom Ludt, Chairman of Breeders’ Cup Limited. "We want to promote the Breeders’ Cup Classic to a broader audience of casual racing fans and give them tools to follow the top contenders from now through November."

The campaign begins with the Hollywood Gold Cup on July 9 when fans will get a "chance to own a champion" via the Breeders’ Cup Classic Ownership Challenge, www.BreedersCup.com/Owners. Fans attending the Hollywood Gold Cup and the remaining Classic Division Challenge races – the Haskell Invitational, the Whitney Handicap, the TVG Pacific Classic, the Goodwood Stakes and the Jockey Club Gold Cup – can enter to become virtual owners of the winners of those races. If one of those horses goes on to win the Breeders’ Cup Classic, its virtual ownership syndicate will share in a $250,000 cash prize.

"The Challenge Classic ownership program is a great way to get local fans involved in the process of virtual ownership of a race horse and provides them with a rooting interest that carries them through the Breeders’ Cup Classic," said Bill Knauf, Assistant General Manager at Monmouth Park. "We look forward to our fans having this unique opportunity as part of Haskell day."

The six Classic Challenge races will be nationally televised with five on ESPN and ABC as part of the 2011 Breeders’ Cup Classic Challenge presented by Emirates Airline.

Television Coverage Of The Breeders’ Cup Challenge Classic Division Races

July 9 Hollywood Gold Cup ESPN 7-8 pm (ET)
Hollywood Park (CA)

July 31 Haskell Invitational ABC 5-6 pm (ET)
Monmouth Park (NJ)

August 6 Whitney Handicap Versus 5-6 pm (ET)
Saratoga Race Course (NY)

August 28 TVG Pacific Classic ESPN3/TVG TBD
Del Mar (CA)

October 1 *Jockey Club Gold Cup ESPN Classic 4-7 pm (ET)
Belmont Park (NY)

October 1 *Goodwood Stakes ESPN Classic 4-7 pm (ET)
Santa Anita Park (CA)

* The Jockey Club Gold Cup and Goodwood Stakes will also be featured during ESPN’s Saturday College Football coverage

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.