Breeders Cup

Since the inaugural running in 1984, the Breeders’ Cup has established itself as the season-ending championship of Thoroughbred racing. CTP has worked to shape the brand and promote the Championship races and, more recently, the Breeders’ Cup Challenge, a series of qualifying races held at tracks throughout the world. We've supported television, radio, print and online work with highly effective, national grass roots events and public relations that help build earned media coverage for the World Championships.

The Breeders’ Cup World Championships is the defining international event in horse racing. The 2010 event possessed a special story in the form of mare Zenyatta, on her “Quest for Perfection,” poised to set a 20-0 record. CTP was tasked with increasing awareness of the annual event in the mainstream, non-horse racing audience and encouraging fan involvement, with the ultimate business goals of increasing ticket sales, attendance and wagering. Through a comprehensive plan centered around Zenyatta that leveraged traditional media, social media, creative, digital and interactive elements to attract and engage audiences, the 2010 event emerged the most successful in history. The World Championships experienced record growth across business metrics, in particular wagering, handle, attendance, ticket sales and TV ratings.

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