A Breed Apart: Breeders’ Cup Launches Extensive Digital Advertising Campaign

 The Breeders' Cup, one of Thoroughbred racing's most prestigious international events, announced today details of a new brand awareness campaign, A Breed Apart, supported by a multi-million dollar digital and broadcast media buy to promote the 2020 Breeders' Cup World Championships, scheduled to take place on Nov. 6 and 7 at the iconic Keeneland Race Course in Lexington, Ky.

Officially launched earlier this month, the campaign represents Breeders' Cup's largest-ever investment in digital advertising, targeting sports bettors, daily fantasy players and casual fans of horse racing. The creative will run across trusted and influential national media and advertising platforms, including NBC Sports, iHeart Media, Yahoo! Sports, Amobee, Twitter, YouTube, Facebook and Instagram. The campaign :30 commercial can be viewed here and a sample print advertisement is attached.

The media plan projects an estimate of 170+ million impressions throughout the five-week promotion period leading up to the Breeders' Cup, which will be broadcast live on NBC, NBCSN, NBCSports.com and the NBC Sports app, as well as on BreedersCup.com and the Official Breeders' Cup App. Boston-based CTP, Breeders' Cup's long-time advertising agency, created and produced the campaign and planned and placed the media buy.

“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,” said McDonald. “This campaign builds off our longstanding, valued partnership with NBC Sports and is important to Breeders' Cup's many stakeholders including our nominators, our sponsors and the owners and breeders who generously support our racing programs.”

Longines, FanDuel, TVG, Maker's Mark, Lexus, Jackson Family Wines and Big Ass Fans are among Breeders' Cup's corporate partners. Earlier this year, Breeders' Cup announced that FanDuel will be the title sponsor of this year's Breeders' Cup Mile.

Beyond the campaign, Breeders' Cup has also made substantial investments to provide viewers of the 2020 World Championships with an immersive experience. This year's live broadcast will leverage the most robust on-site production ever for a horse racing event, with official partner 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.

A Breed Apart comes on the heels of the Still. Running. Strong. campaign introduced in May 2020, when major tracks first started to reopen after COVID-19 related closures. Launched in partnership with The Jockey Club, with contributions from the National Thoroughbred Racing Association, TVG, the Kentucky Thoroughbred Association and the Thoroughbred Owners and Breeders' Association, the campaign ran for five weeks on NBC Sports, FOX Sports and across targeted digital and social channels, generating almost 100 million impressions during its run.

To learn more about the 2020 Breeders' Cup World Championships, please visit BreedersCup.com/2020. Breeders' Cup is also committed to alleviating the impacts of the health crisis on the horse racing community and other industry stakeholders in need. To learn more about Breeders' Cup's ongoing support of the community and to contribute to the organization's COVID-19 relief efforts, please visit BreedersCup.com/Donate.

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Haggas Draft Tops Brighter Trade

NEWMARKET, UK–It’s a conundrum of the training profession: do you serve your client better by exhausting every last ounce of a horse’s potential, or by preserving a degree of residual value when the time has come to cash out and restock?

You see exemplary operators at both ends of that spectrum, but only rarely does anyone manage to reconcile both obligations as expertly as William Haggas did with his principal draft on the second day of the Autumn Horses-in-Training Sale at Tattersalls.

Of 17 Somerville Lodge horses into the ring, three would emerge first, second and joint-fifth in the table of the sale’s top lots to date. This, to be clear, is no mean addition to their trainer’s many credits as one of the consummate practitioners of his calling.

This is the kind of thing that ensures ringside interest at this auction, regardless of the tempo of business. And it proved a session when several other trainers salvaged rather better returns for their patrons, in this most difficult of years, than on a slow opening day.

Yes, turnover was again down on the equivalent day last year, if hardly to the same extent as Monday. But the caveats mentioned then still apply: the year-on-year variability of stock, even at the best of times, at sales of this nature; and the compression of so much quality, between the Juddmonte draft and the colt that started favourite for the Derby itself, in Wednesday’s catalogue.

The session turned over 6,570,700gns, down 19% from 8,134,300gns last year. That translated into a mild decline in average, to 27,264gns from 31,286gns; though the median was well down at 12,000gns from 18,000gns. For once, the year’s strongest trend could not match a remarkable 91% clearance at the equivalent session in 2019, but remained healthy at 86%.

These indices have moved the first half of the sale much closer, in overall performance, to last year: despite a much lower aggregate, the average hitherto has closed to 22,081gns, compared with 30,154gns; and the median to 10,000gns, as against 16,000gns.

Piranesi Leads Sale at 300,000gns

Top billing among the Haggas draft went to Piranesi (Ire) (Zoffany {Ire}), who had dropped back to a mile at Ascot earlier in the month to win for the second time in four starts. He is bred with no ceiling, as a half-brother to G1 Racing Post Trophy winner Rivet (Ire) (Fastnet Rock {Aus}) out of a Galileo (Ire) half-sister to Superstar Leo (Ire) (College Chapel {GB}), the flying filly who has gained fresh celebrity as second dam of dual G1 Prix de la Foret winner One Master (GB) (Fastnet Rock {Aus}).

And Jane Chapple-Hyam, who signed a 300,000gns docket for the 3-year-old gelding (lot 675), felt that he has plenty of scope to keep developing with maturity. “I’m just the caretaker trainer,” she said. “He’ll be off abroad, but I can’t say where yet. He’s for an overseas client, we work together, and we felt he was a good-looking horse who liked the distance the other day and hopefully there’s more improvement in him.”

Since himself leaving Haggas, sibling Rivet has been campaigned in Hong Kong and Australia and it may yet prove significant that Chapple-Hyam has good connections in both locations. But there was no guesswork required about the destination of stakes-placed 4-year-old Desert Icon (Fr) (Sea The Stars {Ire}) and 84-rated 3-year-old Born A King (GB) (Frankel {GB}), for whom John Ferguson gave 210,000gns and 120,000gns as Lots 664 and 668, respectively.

He was acting on behalf of Chris Waller, as indeed would be the case when he gave 190,000gns for Crystal Pegasus (GB) (Australia {GB}) in the draft of Sir Michael Stoute. This Sir Evelyn De Rothschild home-bred, presented as lot 697, had taken seven attempts to break his maiden but then followed up in a Yarmouth handicap last month. He is certainly entitled to keep progressing, being out of a half-sister to elite scorers Crystal Ocean (GB) (Sea The Stars {Ire}) and Hillstar (GB) (Danehill Dancer {Ire}).

Another six-figure yield from the Somerville Lodge draft, meanwhile, was the juvenile Royal Address (Ire) (Dandy Man {Ire}), acquired as a Doncaster yearling by Blandford Bloodstock for £45,000 and sold here–a month after completing a hat-trick in listed company at Chantilly–for 170,000gns to Emmanuel de Seroux of Narvick International.

Lot 687 will continue her career in California in the silks of Marsha Naify. “A beautiful mover and she looks the type to do well out there,” de Seroux said. “She has plenty of speed, she’s athletic, and looks very sound. Of course, she’s a stakes winner already so will have breeding value one day, but she’ll only be turning three so let’s hope she can win a Grade I first.”

Gaining Admission to the Ballydoyle Party

De Seroux had already shown his faith in the graduates of a top-class stable when signing the first six-figure docket of the sale for Numen (Ire) (Galileo {Ire}) (lot 223) the previous day. Acting for the same, unnamed client, he gave 160,000gns for the 3-year-old Party Season (American Pharoah) (lot 627) just four days after the colt broke his maiden in good style at Dundalk.

This looked a good buy. A half-brother to Airdrie’s promising young stallion Upstart (Flatter), he had cost $1 million as a Saratoga yearling-bred by Mrs. Gerald A. Nielsen and sold through Summerfield–and his two previous starts for Ballydoyle had both been on heavy ground. There could be plenty more to come in a different environment.

“He won well on the all-weather the other day,” de Seroux reasoned. “So maybe he could switch to dirt. But I don’t say that he is necessarily going to America. As with yesterday’s horse, we will keep all the options open for now. But we love the American Pharoahs, and bought a few last year.”

The latent potential even in graduates of a stable as thorough and accomplished as Ballydoyle had been reiterated just before the sale by the G1 Cox Plate success of Sir Dragonet (Ire) (Camelot {GB}). And the top lot of the Ballydoyle draft, Keats (Ire) (Galileo {Ire}), will also be heading to Australia after Armando Duarte landed lot 623 with a single bid at 200,000gns for Ballymore Stables Australia / Paul Moroney Bloodstock.

Keats, who crowned a busy campaign with a listed success at Cork last month, is out of the very fast Airwave (GB) (Air Express {Ire}), whose daughter Meow (Ire) (Storm Cat) has produced dual Classic winner Churchill (Ire) (Galileo {Ire}) and his sister Clemmie (Ire), who emulated Airwave’s success in the G1 Cheveley Park S.

Moroney’s brother Mike will take charge of Keats at Flemington. Duarte has been serving as their eyes and ears here.

“I’ve known Paul 16 or 17 years, we’ve become good friends, and I know just what he likes and doesn’t like,” Duarte explained. “So since he couldn’t make the trip this year–he’s in quarantine in Australia having gone to the Gold Coast for the sales–I video every single thing that may be a fault until we make sure we’re all right. And this was our pick of the sale. Normally we’d be looking for a stayer but he looks a miler, or will maybe get a mile and quarter. And he came very highly recommended by Mick Flanagan, who works closely with Coolmore Australia. It was perhaps more than we wanted to pay, but we think we have a nice horse with a future.”

Perhaps the best-bred horse in the whole catalogue, never mind just in the Ballydoyle draft, was Nobel Prize (Ire) (Galileo)–a brother to Highland Reel (Ire) and his accomplished siblings. Their dam Hveger (Aus) (Danehill) is herself out of a no less celebrated mare in Circles of Gold (Aus) (Marscay {Aus}), so even the nose by which Nobel Prize landed a Group 3 prize at Dundalk this summer might make him eligible as a stallion in some jurisdictions or disciplines.

Such is certainly the way John Walsh was thinking in giving 170,000gns for lot 714 on behalf of an unnamed patron, who will now export Nobel Prize for a stud career. “It’s a fabulous page and he’s a big, strapping 16.1 horse,” the agent said. “My client has pursued him for a while. I remember being impressed when the horse won at Naas as a 2-year-old, though a very late foal [May 7]. There’s been interest in various countries. It’s an international pedigree and would work anywhere, the same Galileo-Danehill cross as Frankel.”

The Force Is with Fawzi

The compliments earlier extended to William Haggas would doubtless prompt him to remark that he could have had no better mentor, in terms of a professional approach to this sale, than Sir Mark Prescott.

The discipline and demeanour of the Heath House string was as impressive as ever, and came as no surprise to Oliver St Lawrence, who gave 160,000gns for Glen Force (Ire) (Gleneagles {Ire}) on behalf of Fawzi Nass.  “He came highly recommended by the trainer,” the agent said. “We have horses with him so if he has put us away, he’ll be for the high jump.”

That typical flourish of mischief did not alter the fact that lot 721, unusually for the stable, had only tried a distance beyond a mile when winning for a second time in a Nottingham handicap last month.

Other yards to achieve excellent overseas dividends for clients included Roger Charlton, who mustered 140,000gns from Californian interests to help defray costs of the monarch’s Turf operation through her 89-rated homebred Evening Sun (GB) (Muhaarar {GB}) (lot 750); Sir Michael Stoute, whose productive sale of Crystal Pegasus was noted earlier and who later secured a 150,000gns private sale (with Australian trainer Annabel Neasham through Blandford Bloodstock) for dual Group 3 winner Zaaki (GB) (Leroidesanimaux {Brz}) (lot 706); and David O’Meara, who has nursed King’s Charisma (Ire) (Teofilo {Ire}) from a rating of 65 to 86 in winning three handicaps to gain a 170,000gns transfer to Australian Bloodstock / Ronald Rauscher (lot 770). King’s Charisma was bought out of Book 2 here a couple of years ago by Jeremy Brummitt for just 20,000gns.

A Profitable Adventure

The coup of the day was supervised by that astute horseman Andrew Slattery, who counts jumps champion Faugheen (Ire) (Germany) among his many discoveries among young bloodstock.

Ascot Adventure (GB) (Mayson {GB}) was originally purchased as a Tattersalls Ascot yearling by Five Star Bloodstock for just £4,800, but was scratched from the Goresbridge breeze-ups by Clenagh Castle Stud. Having been saddled by Slattery to score impressively on debut at Cork last month, he arrived here as wildcard lot 746B–and realized 150,000gns from Woodhurst Construction.

That is the Potters Barr business of Kevin Bailey, who will be putting a syndicate together with John Fitzpatrick. The two friends were standing with Roger Fell, but teasingly remarked that no trainer will be chosen until the remaining shares were sold.

“He’s a very nice 2-year-old and won his maiden really well,” said Fitzpatrick. “We think he will make a really nice sprinter next year.”

“He has a bit of size about him as well, so there is some improvement as he grows and that is what you want,” added Bailey. “We’ll give him a break now, and next year will go to war.”

Bailey had a stake in that splendid globe-trotter Presvis (GB) (Sakhee), who amassed over £4 million in prizemoney at places like Meydan, Sha Tin and Kranji. “Let’s hope this fellow will take us to some nice places too,” he said.

Station Stays on Fast Track

Three smart operations converged productively in Dubai Station (GB) (Brazen Beau {Aus}), who realized 150,000gns as lot 554. One of many modestly priced yearlings to have achieved Pattern success for Karl Burke–a 30,000gns graduate of Book 2, he was placed at Royal Ascot as a juvenile and this year added the G3 Pavilion S.–he is now to join a stable that has excelled in the recruitment of elite sprinters. He will do so in the colours of Middleham Park Racing, who have enjoyed such prolific success in 2020.

“He’ll be our first horse with Robert Cowell,” said Tim Palin, director of racing for the syndication umbrella. “We decided we’d try to get a bit of quality if we could, and this horse has a serious engine. It’s now up to the trainer to mastermind some future glories.”

Cowell is embracing that challenge with due excitement. “I’m delighted to get on board with Middleham Park, with their fantastic record,” he said. “This is a plan we’ve been putting together for two or three months. He’s a very good-looking horse that doesn’t have too many miles on the clock, and he’s rated to run potentially in very smart handicaps or stakes races. So he has options. We’ll sit down and have a glass of wine at some point, and come up with a plan.”

International Options for 95-rated Pair

One of the benchmark types at this sale is the hard-knocking 3-year-old that has earned a handicap rating that might be hard work over here, but has established his eligibility for pastures new. Two such, each rated 95, made six figures within a few minutes around lunchtime: Prince Of Naples (Ire) (Holy Roman Emperor {Ire}) went to John Egan for 120,000gns as lot 591, while Byline (GB) (Muharaar {GB}) brought 110,000gns from Alastair Donald (lot 597).

Both may well be on their way to the Middle East, though Egan was non-committal pending discussion with “a longstanding client” regarding Prince Of Naples, who had put in a timely advertisement when fourth in listed company at Leopardstown just 10 days previously.

“We could keep him here, we might look at Dubai,” Egan said. “I just loved the horse. He’s had a few things going on this year, and that gave us a chance because he would have been too expensive this time last year. He’s a bonny horse, one we can crack on with, and I’m sure there’s a lot more to come: I had a long chat with his trainer Sheila Lavery. I’ve a lot of respect for her, and everything just added up.”

This was another of the day’s well bought horses, as a €36,000 Fairyhouse yearling who has been racing in the silks of Lavery’s brother John. But Donald could see why Byline, for his part, had last visited this ring in Book 1, when bought by Stephen Hillen and trainer Kevin Ryan for 140,000gns. Racing for Highclere, he had won at two and added a Leicester handicap in June.

“He’s a very good-looking horse,” Donald remarked. “One of the best here. He’s a very solid, straightforward, consistent type and I’d say pretty good value for the level, rated 104 by Timeform. And he should do well on fast ground where he’s going.”

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Veterinarian: Well-Meaning Public Making It More Difficult And Expensive To Deal With Wild Horse Issue

The problem of what to do with thousands of wild horses and burros that roam through Western states continues to present a challenge for the Bureau of Land Management, and one veterinarian said a well-meaning public isn't helping.

“I think one of the biggest problems is the American public views horses as a symbol of the West,” said Dr. Tom Lenz at this week's American Horse Council virtual conference. “They almost have a mystic quality to people. So, most of the public's perception of how the horses should be managed is based on emotion and very little understanding of how these horses interact with the range and wildlife and other animals. They have a significant impact on Congress, which then limits the BLM.”

Lenz is a longtime veterinarian, diplomate of the American College of Theriogenologists, past president of the American Association of Equine Practitioners and has chaired the AAEP's Welfare Committee, as well as the welfare committees of the American Horse Council, Professional Rodeo Cowboys' Association, and the American Veterinary Medical Association. He provided an update to American Horse Council conference attendees in his capacity as a member of the Bureau of Land Management's Wild Horse and Burro Advisory Board.

The question of what to do with wild horses and burros has been in the headlines for years, with wild horse advocates expressing concerns about techniques the government has used to control the populations thus far and seeking to limit the number of horses that may be rounded up by the government each year. Critics of the BLM question whether the agency overestimates the number of horses on public lands and points to the large number of cattle allowed to graze on public lands, competing with the horses for resources.

Lenz said the BLM believes an appropriate number of free-ranging horses and burros would be about 27,000 animals. The government's current population estimates have 95,114 animals on the range as of March of this year. That doesn't count horses on non-BLM federal, state, or tribal lands, which could number more than another 100,000.

Critics of the BLM have also raised questions about the agency's figures on population growth, which Lenz characterized as “exponential.” Lenz presented an example — in February 2016, 2,700 horses were counted in a given herd management area. Two years later, 1,400 horses were gathered and removed from that space; the number of foals born in 2016, 2017, and 2018 completely offset the round-up, leaving the number in that herd management area at 2,700 in May 2018.

The U.S. Geological Survey indicates herd sizes for wild horses are increasing at rates of 12 to 36 percent annually, which means they're growing faster than the amount of forage and water available to them. Lenz said recent round-ups of horses have taken place because a particular herd was discovered starving in its home base. In times of drought, wild horses are known to move into towns, cities, private land, even golf courses in search of food and water — creating safety hazards for humans and for themselves.

So far, Lenz said efforts to reduce the population to manageable levels have been ineffective. The BLM does use a pelleted, feed-through form of contraceptive, but hasn't been able to get it to enough horses to produce an appreciable impact. There are contraceptive vaccines available for horses, but they have to be administered annually and while many wild horses are tolerant of people, they often won't come close enough to be vaccinated via dart more than once. Chemical or surgical vasectomies have not been effective for stallions; intrauterine devices are effective for mares, but must be inserted while the mare isn't pregnant — a challenge, as most female wild horses are pregnant by the age of two.

BLM agents have even tried removing stallions from herds, but has found that besides the potential welfare implications of disrupting a herd's social structure, mares end up being bred by stallions from other bands.

Round-ups are still the agency's primary method of population reduction. On average, Lenz said the BLM removes 6,000 animals from the range a year, though the last two years it rounded up slightly more than that. The problem comes in when those horses don't find adoptive homes after they're taken off the range. A huge chunk of the BLM's budget goes into warehousing horses in long-term holding areas if they aren't good candidates for adoption or don't attract any interest from the public. Lenz said horses in long-term holding facilities can live well past the age of 20 and end up costing the Bureau an average of $48,000 per head. A horse who is adopted within two and a half years may cost the Bureau $8,000. There are 50,020 animals in short and long-term holding pastures and corrals currently.

Adoptions were up last year — to 7,276 horses instead of the usual 3,400 or so — thanks in part to an adoption incentive program started by the BLM which pays adopters $1,000 for taking a wild horse or burro. Half the money is paid when the horse is picked up, and the other half is paid six months later after a representative has inspected the horse in its new home and verified it is being properly cared for.

Moving forward, Lenz is hopeful the BLM can get the population of wild horses under control by making its budget more efficient. The new goal will be to gather 18,000 to 20,000 horses annually (three times more than the current average), distribute pelleted contraception to between 3,500 and 9,000 horses each year and transition 6,000 to 7,000 horses to private care. The BLM will also be looking to identify partner organizations that can house 18,000 to 20,000 for lifetime care, removing existing financial burdens from the agency's books and allowing it to focus on population control instead of caring for warehoused horses.

Ultimately, Lenz said, these initiatives will make for a better life for wild horses and burros — especially if it means fewer of them will be out on the range.

“I think the problem we have today is that the public, through Congress, is managing the horses, rather than the BLM managing them through scientists,” Lenz said. “That's what's got us to where we are today.”

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MGSW Giant Expectations Retired

Dual graded stakes winner Giant Expectations (Frost Giant–Sarahisittrue, by Is It True) has been retired from racing and will stand the upcoming breeding season at a location still to be determined pending sale of the horse either privately or at auction.

Giant Expectations was trained by Eurton for Exline-Border Racing, David Bernsen, Gatto Racing, and partners, who issued a release: “The current ownership group and management unanimously elected to retire Giant Expectations in the best interests of the horse, and are excited to follow his next career as a stallion.”

In a career that spanned five seasons and 25 starts, the earner of $1,343,600 hit the board in 13 starts, including wins in the 2017 seven-panel GII Pat O’Brien S. and 2017 8 1/2-furlong

GII San Antonio S., the latter victory a gate-to-wire effort defeating Eclipse Award 2018 champion Accelerate (Lookin At Lucky) and Grade I winners Collected (City Zip) and Hopportunity (Any Given Saturday).

“Giant Expectations was one of the best horses I had the pleasure to ride over my career,” said Hall of Fame jockey Gary Stevens, who was in the irons for some of Giant’s biggest races including both the Pat O’Brien and San Antonio wins. “He was a great looking horse, with the stride and the movement to go

with it, long and fluid..a beautiful stride and a powerful stretch run.”

Added trainer Peter Eurton, “He’s always had tremendous speed, stamina, and resilience. He’s a perfectly built horse. Very sound and a gorgeous individual.”

“This is the type of horse you miss the most when they leave,” said Eurton. “Anybody who breeds to him is going to be very happy.”

Giant Expectations is from the Storm Cat male line and has been relocated to Kentucky as a stallion prospect and will be available for viewing near Keeneland beginning next week. To arrange a viewing please call 805-712-1395.

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