The Breeders' Cup has unveiled a multi-month celebration of the 40th running of the championship event which will culminate with its weekend festival of racing at Santa Anita Nov. 3 and 4. The “It Runs Deep” campaign highlights 39 years of international competition and resulting champions via innovative fan and participant engagement opportunities across multiple platforms and on-site at Santa Anita.
“We very much look forward to unveiling this extensive celebration of our 40th running,” said Justin McDonald, Executive Vice President and Chief Marketing Officer for Breeders' Cup Limited. “From the participants to the fans, so many who love horse racing have helped make the World Championships an indelible part of our sport throughout the years. We look forward to giving back to our fans and the sport and can't wait to welcome everyone from around the world to share in this milestone.”
The campaign kicks off June 6 with a fan poll on BreedersCup.com/contest. Fans will be asked to rank their top three of 40 pre-selected moments, spanning from the first running at Hollywood Park to last year's edition at Keeneland. Voting participants will be entered in a drawing for complimentary grandstand seating tickets to the 2023 World Championships.
Starting July 5, videos produced in cooperation with FanDuel TV will be released on BreedersCup.com and social media platforms each Wednesday as racing's most prominent participants and Breeders' Cup ambassadors relive the top 20 moments.
Launching later this summer is “40 Days of Giveaways,” an exclusive opportunity for fans to receive an exciting range of prizes, including autographed items, tickets to the 2023 World Championships and future editions, merchandise, cash, and more.
Charitable giving will be a key component of the campaign, as participants selected by Breeders' Cup Limited will work to raise funds for designated non-profits during “40 Days of Giving.” The charity program will kick off in the fall.