The ABRV is a 45-foot streamliner bus manned by six, young horse-racing brand ambassadors who are traveling to venues across the country in a peer-to-peer marketing campaign targeting Millennials. The ABRV kicked off its tour at the South by Southwest event in Austin, TX in March and made stops in Atlanta, Miami, Baltimore, Lexington, Louisville and New York since then.
Over the course of the next several months, the bus and the ambassadors will make stops and promote Thoroughbred racing at the following locations: Oceanport (NJ), Saratoga Springs (NY), Chicago, San Diego and Los Angeles. The tour will culminate with an appearance at the Breeders’ Cup World Championships at Santa Anita Park (Arcadia, CA) on November 1-2.
Breeders’ Cup has also selected America’s Best Racing (followhorseracing.com), a multi-media new fan development and awareness-building platform initiated by The Jockey Club, to become the official new fan engagement partner of the Breeders’ Cup. America’s Best Racing will create and provide select, original digital content for the Breeders’ Cup and further help to promote and raise awareness of Thoroughbred racing’s year end Championship across earned, social and digital media platforms.
Additionally, Breeders’ Cup Limited and The Jockey Club intend to explore a variety of promotional, marketing, sponsorship, media and advertising opportunities, as well as to consider financing new initiatives in the area of technology and interactive games.
“The Jockey Club and the Breeders’ Cup share a common vision about the future of Thoroughbred racing,” said Jason Wilson, The Jockey Club’s Vice President of Business Development. “This collaboration will accelerate efforts to drive sustainable growth for Thoroughbred racing and breeding and it is a great way for two industry leaders to leverage resources dedicated for the betterment of the sport and our fans.”
“We are very pleased to partner with The Jockey Club in sponsoring the ABRV and maximizing exposure for the America’s Best Racing website,” said Breeders’ Cup Chief Marketing Officer Drew Sheinman. “It is the mission of both the Breeders’ Cup and The Jockey Club to aggressively promote the sport of Thoroughbred racing to as a wide an audience as possible utilizing the combined resources of our marketing, digital and social outreach.”
For more information, go to www.followhorseracing.com.
