LEXINGTON, Ky. (June 6, 2023) – With just 150 days remaining until the Breeders’ Cup World Championships, Breeders’ Cup Limited today announced the launch of its 40th running campaign, a multi-month celebration that will culminate in the world-class festival of racing Nov. 3-4 at Santa Anita Park in Arcadia, Calif.
From its ground-breaking debut of multi-million-dollar races in 1984 to record-setting triumphs in the modern era, the rich heritage of the Breeders’ Cup is woven into horse racing’s history. The 40th running campaign, marked by the slogan “It Runs Deep,” 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.
Beginning with a dramatic three-way photo finish in the 1984 Breeders’ Cup Classic, the World Championships have charged to the front of the international racing scene. From incredible breakthrough performances to triumphant comebacks, each race has captured the hearts of fans and participants through the decades. Thirty-nine years and more than 360 champions later, the world-class festival of racing has transcended the sport itself.
“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 40th running 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. The countdown continues to the top three moments, which will be unveiled during the first week of November as the World Championships loom.
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. Fans will be able to register daily to win these prizes.
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 leading right up to, and through, the 2023 World Championships. Details for this initiative will be released at a later date.
The campaign will feature themed creative that celebrates the rich history of the Breeders’ Cup and the many champions that have been crowned since the inaugural running at Hollywood Park in 1984. The creative will run across television, print, digital, and social media channels throughout the summer and fall.
For more information, fans can visit BreedersCup.com/40.
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