Breeders’ Cup in conjunction with The Jockey Club are launching a new national advertising campaign called ‘Still. Running. Strong.” to promote Thoroughbred racing as spectator-free racing resumes in various markets around the country during this time of the COVID-19 pandemic.
“As more of our major venues get back to live racing and with people at home seeking diversion and entertainment, we wanted to be proactive about promoting the sport to a broader audience,” said Drew Fleming, President and CEO of the Breeders’ Cup. “Horse racing has a unique opportunity to lead the way as we resume operations safely and, in doing so, provide fun and excitement for millions of sports fans and bettors across the country.”
Additional funding for the campaign was provided by the National Thoroughbred Racing Association (NTRA); TVG, an affiliate of the FanDuel Group; the Kentucky Thoroughbred Association (KTA); and the Thoroughbred Owners and Breeders Association (TOBA).
The campaign has been designed to highlight the bond between human and horses, with an additional emphasis on the betting aspect of the game that directs people to a new landing spot on the America’s Best Racing website. That area features fan education materials, wagering basics and links to the various advance-deposit wagering platforms.
“With racing returning to major circuits and the addition of many hours of live programming on FOX Sports and NBC Sports, there is now a unique opportunity to appeal to new fans and ask them to sample Thoroughbred racing,” said Jim Gagliano, President & COO of The Jockey Club. “Our goal is to increase awareness of racing as an option for these potential customers, engage with them, and provide the initial tools for them to learn more and break down barriers to participation. We are grateful to NTRA, TVG, KTA, and TOBA for supporting our efforts to promote racing and look forward to working with others to grow the campaign.”
Added NTRA President and CEO Alex Waldrop: “On behalf of our member tracks and horsemen’s organizations, we are happy to support this collaborative effort, especially during this unique window of opportunity.”
The campaign was launched May 28 and will run on NBC Sports and FOX Sports and other targeted digital and social channels. It was developed by CTP, the Boston-based firm which has served as the Breeders’ Cup’s long-time advertising agency.