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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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Magical, Mogul Top O’Brien’s 2020 Breeders’ Cup Brigade

Ballydoyle master Aidan O'Brien has a total of 10 horses under consideration for the trip to Keeneland to compete in the Breeders' Cup World Championships, reports the Thoroughbred Daily News.

Leading the way are his two hopefuls for the Breeders' Cup Turf, the well-traveled multiple G1 winner Magical and promising 3-year-old Mogul. Each will try to give O'Brien his sixth win in the 1 1/2-mile Turf.

Magical, the 5-year-old daughter of Galileo, has had a strong 2020 campaign. She boasts wins in the G1 Pretty Polly, G1 Tattersalls Gold Cup, and the G1 Irish Champion, the latter by three-quarters of a length over Ghaiyyath. Most recently, the mare finished third over soft ground in the G1 British Champion Stakes on Oct. 17.

In her most recent trip to the United States, Magical ran a very game second to the since-retired superstar Enable in the 2018 edition of the Breeders' Cup Turf.

“(Magical is) an unbelievable filly,” O'Brien told the TDN. “She has run at the top level from when she was a 2-year-old. She's danced every dance and traveled everywhere. She is very comfortable from a mile to a mile and a half, which is very unusual. She is very brave, stays well, and has a good mind. She is an incredible mare. She ran very well the last day in very bad ground at Ascot, which wouldn't have suited her.”

Mogul, meanwhile, won his first top-level race on Sept. 13 in the G1 Grand Prix de Paris. The 3-year-old son of Galileo had to be scratched from the Prix de l'Arc de Triomphe due to the feed contamination scandal.

O'Brien's other Breeders' Cup hopefuls are as follows:

Mile: Circus Maximus, Lope Y Fernandez, Order of Australia
Filly & Mare Turf: Peaceful
Juvenile Turf: Battleground
Juvenile Fillies Turf: Mother Earth, Snowfall
Juvenile Turf Sprint: Lipizanner

Read more at the Thoroughbred Daily News.

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Breeders’ Cup Coverage On TVG Kicks Off With Oct. 28 Pre-Entries Announcement Show

TVG, America's horse racing network and leading ADW platform, will begin special Breeders' Cup coverage with the Breeders' Cup Pre-Entries Announcement show on Wednesday, Oct. 28. “Breakfast at the Breeders' Cup”, the popular morning workout coverage presented by WinStar Farm and Keeneland, will begin on Friday, Oct. 30. Fans can tune in on TVG, TVG2 and the Watch TVG app which is available on Amazon Fire, Roku and connected Apple TV devices.

The programming will officially kick off on Wednesday, Oct. 28, with the Breeders' Cup Pre-Entries Announcement which will air at 11:30 a.m. ET. The program will be hosted live by Scott Hazelton and Gabby Gaudet from Keeneland alongside Christina Blacker reporting from Santa Anita.

The “Breakfast at the Breeders' Cup” program focusing on the morning workouts of the contenders will begin on Friday, Oct. 30, and run daily through Thursday, Nov. 5. The show will feature interviews, features and training from across the country with Todd Schrupp, Gabby Gaudet, Scott Hazelton and Joaquin Jaime anchoring the coverage from Keeneland, the host site of this year's Breeders' Cup. Caton Bredar will be reporting from Churchill Downs, Christina Blacker will be at Santa Anita and Simon Bray will be contributing remotely from home. The program will begin at 7:00 a.m. ET and will air again at 10:00 a.m. ET daily.

The Rood & Riddle Draw will be held on Monday, Nov. 2, and the coverage will begin at 4:30 p.m. ET. Todd Schrupp, Gabby Gaudet and Scott Hazelton will be on site with pre-coverage of the Breeders' Cup post position draw which will be hosted by Nick Luck and Britney Eurton.

On Friday, Nov. 6, and Saturday, Nov. 7, horse racing fans can take advantage of the Watch TVG app to access on-demand video content featuring live, dedicated cameras following each of the Breeders' Cup contenders from the paddock through the running of the championship races as well as jockey-cameras.

The Players' Show, a live, wagering-focused telecast, will also stream live on the Watch TVG app on both Nov. 6 and 7. The Players' Show will also be simulcast at tracks, simulcast centers and off-track betting venues around the world

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O’Brien Runs Over Breeders’ Cup Team

Aidan O’Brien has 12 Breeders’ Cup trophies on his mantle, and he sends a typically strong team to Keeneland next week with numerous chances to bolster that number.

Among the heavyweights are 2020 Group 1 winners Mogul (Ire) (Galileo {Ire}) and Magical (Ire) (Galileo {Ire}), who will attempt to give their trainer a sixth win in the GI Breeders’ Cup Turf.

The 3-year-old Mogul earned his first top-level victory in the G1 Grand Prix de Paris on Sept. 13 with the G1 Prix de l’Arc de Triomphe second In Swoop (Ger) (Adlerflug {Ger}) in his wake, but was scratched from the Arc when O’Brien’s stable was caught up in a feed contamination issue.

“We were training him for the Arc and he didn’t get to go,” O’Brien said. “The Arc was very tough ground and maybe to miss that ground wouldn’t have been any harm. He is a horse with a lot of speed. He likes racing. He’s a big, gross horse. He is made like a miler. He takes plenty of racing to keep him right. He’s an unbelievable specimen to look at.

“The track is a little bit tighter than he would be used to, but he is a horse that really quickens. I think that’s what you really need to win those races in America.”

Magical has two years on and plenty more airmiles than her stablemate, and she has had a particularly busy summer and fall, winning the G1 Pretty Polly S., G1 Tattersalls Gold Cup and G1 Irish Champion S. She was third over soft ground in the G1 Champion S. on Oct. 17.

“She’s an unbelievable filly,” O’Brien said. “She has run at the top level from when she was a 2-year-old. She’s danced every dance and travelled everywhere. She is very comfortable from a mile to a mile and a half, which is very unusual. She is very brave, stays well, and has a good mind. She is an incredible mare. She ran very well the last day in very bad ground at Ascot, which wouldn’t have suited her.”

O’Brien looks to this year’s G1 Queen Anne S. winner Circus Maximus (Ire) (Galileo {Ire}) and the talented Group 1 bridesmaid Lope Y Fernandez (Ire) (Lope De Vega {Ire}) to give him a first win in the GI Breeders’ Cup Mile, with Order Of Australia (Ire) (Australia {GB}) also possible. Circus Maximus was fourth in the race at Santa Anita last year.

“He ran well but he had a bad draw,” O’Brien recalled. “It was a little bit rough and tumble there. We always thought this year would suit him better. Santa Anita was hard fast ground. He doesn’t mind that, but a little bit of kindness in the ground won’t be any harm for him.”

O’Brien said he thinks Lope Y Fernandez’s speed will bode well for him at Keeneland.

“We think the one mile and left hand sharp track will suit him,” he said. “He quickens very well, and I think out there, for the one-mile races, you need loads of speed.”

“Lope Y Fernandez has been running over shorter distances and probably quickens better, but whether he is hard enough, or tough enough, to beat the likes of Circus Maximus, I’m not sure. If Circus Maximus gets a nice draw, it’ll be very interesting.”

G1 Irish 1000 Guineas winner Peaceful (Ire) (Galileo {Ire}) will attempt to bounce back from a last of 12 finish in the G1 Sun Chariot S. over Newmarket’s heavy ground on Oct. 3 in the GI Breeders’ Cup Filly & Mare Turf.

“We ran at Newmarket in the Kingdom of Bahrain Sun Chariot S. on bad ground when we probably shouldn’t have,” said O’Brien. “I don’t think the race at Newmarket left its mark, she seems to be in good form since and we always had our eye on the Breeders’ Cup for her. We’d like nice ground and if she gets a good draw, she’ll go forward and should be very uncomplicated.”

O’Brien’s Breeders’ Cup juvenile squad is headed by Listed Chesham S. and G2 Vintage S. winner Battleground (War Front) for the GI Juvenile Turf, and will also include Group 3 winner Mother Earth (Ire) (Zoffany {Ire}) for the GI Juvenile Fillies Turf, with Snowfall (Jpn) (Deep Impact {Jpn}) also possible and Lipizzaner (Uncle Mo) a potential candidate for the GII Juvenile Turf Sprint.

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