Category: Archive

Guinness becomes Breeders’ Cup sponsor

February 16, 2011

By Staff Reporter

This year’s Breeders’ Cup is scheduled for Saturday, Oct. 26, at Arlington Park, just outside Chicago.
The multi-year agreement was announced last week by Guinness, Breeders’ Cup Ltd. and the National Thoroughbred Racing Association. The agreement provides for Guinness-branded signage on the starting gates for Breeders’ Cup races, as well as opportunities for national consumer promotions. Guinness is also expected to advertise on the NBC telecast.
“Like Guinness, horse racing is a time-honored part of Irish history, with a rich background rooted in tradition,” said Kevin Kells, Guinness brand director. “Guinness believes that sponsorship of the 2002 World Thoroughbred Championships, and the National Thoroughbred Racing Association, is a unique opportunity to fuse with an esteemed sport that shares many of the distinct attributes that define the famous Irish stout.”
Pre-entries for the eight Cup races will be announced on Wednesday, Oct. 16. Irish trainers Aidan O’Brien and Dermot Weld are expected to ship horses over for the event. O’Brien won last year’s Juvenile at Belmont Park with Johannesburg.

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