The Breeders’ Cup announced Tuesday details of a new brand awareness campaign to promote the 2020 World Championships, which will be held this year at Keeneland Nov. 6-7. The campaign, representing Breeders’ Cup’s largest-ever digital advertising initiative with a multi-million dollar digital and broadcast media buy, is entitled “A Breed Apart” and targets sports bettors, daily fantasy players, and casual fans.
Launched earlier this month, the media plan projects an estimated 170+ million impressions throughout the five-week promotion period leading up to the Breeders’ Cup with the campaign running across influential national media and advertising platforms.
“The quality of racing and excitement of the two-day Breeders’ Cup World Championships is unmatched and A Breed Apart is our way of inviting sports fans, and reminding racing fans, to watch and bet on this great international event from home,” said Justin McDonald, Senior Vice-President of Marketing at Breeders’ Cup. “The campaign is built off consumer research that indicates there is substantial opportunity for us to build a bigger audience for Breeders’ Cup. Our planning began well in advance of the COVID-19 pandemic and, while clearly consumer appetites for sports and wagering content have been affected, we are fortunate to be able to bring it to market despite the challenges.”
Featuring a total of $31 million in purses and awards this year, the Breeders’ Cup will be televised live by the NBC Sports Group. This year’s live broadcast will have the biggest on-site production ever for a horse racing event, with NBC having access to 80 cameras for its coverage as opposed to last year’s 45. The feed will incorporate live streams from a number of advanced technologies, including the all-new Contender Cam, which allows fans to watch up to 14 of their favorite horses at once.