Emirates Expands with Breeder’s Cup

Emirates Airline has renewed its premier partnership deal with the Breeders’ Cup.

As part of the deal, Emirates will continue to be the official commercial airline of the Breeders’ Cup World Championships and will title sponsor the US$2 million Emirates Airline Breeders’ Cup Filly and Mare Turf and the US$3 million Emirates Airline Breeders’ Cup Turf.

Though precise details have not been revealed, the deal is understood to be worth between US$2 million and US$3 million per year.

The airline, which has sponsored the Breeders’ Cup since 2005, will also act as a presenting sponsor of Breeders’ Cup Challenge races, essentially a qualifying system, on ESPN across the summer and autumn.

In fact, the airline is in the midst of an aggressive expansion of its North American racing activities. Last week, Emirates expanded its deal with the Belmont Stakes. It will also engage in partnerships six race track across North America this year, employing print advertising, on-track signage and hospitality to support its services from Dubai to New York, Toronto, San Francisco and Los Angeles.

“Emirates continues to be an outstanding partner of the Breeders’ Cup and a great supporter of thoroughbred racing worldwide,” said Tom Ludt, chairman of Breeders’ Cup Ltd. “The Emirates expansion of its North American racing sponsorships is a testament to its commitment to our sport.”

“Emirates believes that through sponsoring thoroughbred events such as the Breeders’ Cup, which has strong recognition and universal appeal, it will be able to connect to its customers, sharing in their passion and in turn creating a stronger bond with them,” said Nigel Page, Emirates’ senior vice president for commercial operations, the Americas.

(more sponsorship in horse racing here)

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