The 41st running of the Breeders’ Cup is this weekend at Del Mar outside San Diego, and the property has renewed Longines, its largest sponsor , for an additional six years.
The Swiss watchmaker, a Breeders’ Cup corporate patron since 2014, will continue with its “official timekeeper” and “official watch” designations and will title-sponsor three races. On-site activation includes pop-up retail and signage, to go along with units in the NBC telecast.
Breeders’ Cup SVP/Corporate Partnerships Heather Higgins said new deals from the likes of bootmaker Lucchese and Japanese video game publisher Cygames helped push sponsorship revenue growth to between 7% and 8%. A record 12 of the 14 stakes races will bear sponsor names, she noted, adding that average sponsor tenure is around 10 years.
Reflecting a trend across sports, this year’s Breeders’ Cup will include additional premium hospitality, with more planned for next year’s event, including a champagne garden and a PNC-sponsored Patio and Trophy Lounge.
JMI Sports is the outside sales agency for the Breeders’ Cup.
