20th July 2022 - The world-famous Breeders’ Cup, one of the most prestigious and renowned international events in thoroughbred racing, have renewed their longstanding relationship with HBA Media to remain an integral part of their worldwide distribution strategy and service.
HBA has been awarded a multi-year contract (2022 – 2024) by the Breeders’ Cup to provide exclusive linear and digital international distribution service for the World Championships, marking a decade association with the event.
The 2022 Breeders’ Cup World Championships will take place across a two-day meeting from 4th to 5th November at Keeneland Racecourse and is recognised as one of the most prestigious race meetings in the world with domestic and international contenders competing for glory on dirt and turf.
HBA has distributed the Breeders’ Cup World Championship and produced a bespoke finale ‘Golden Hour’ programme for an international audience for the previous eight seasons. The meeting features strongly within HBA’s enriched year-long horseracing portfolio and broadcasters will continue to have access to an abundance of content to compliment media rights packages.
Last year, the Breeders’ Cup enjoyed increased global exposure with the two-day festival shown by numerous international networks and aired across 120 territories. NBC produced a multiple-hour broadcast, Sky Sports Racing continued its long-standing coverage, while Racing TV covered the event in its entirety for the first time and ITV Racing specifically travelled to the States to showcase the World Championships.
Frank Sale, Managing Director of HBA Media, said: “To reach 10 years of partnership with the Breeders’ Cup is something everyone at HBA is immensely proud of. The media landscape has changed dramatically over the course of our relationship, and we have worked closely with the team at the Breeders’ Cup to ensure that the global visibility and commercial value of the event is continually enhanced year-on-year.
“We are now entering another exciting era for sports rights and are enthused to continue building the Breeders’ Cup brand with worldwide sports networks and platforms.”
Justin McDonald, Vice President Marketing & Digital for the Breeders’ Cup, said: “HBA has done a wonderful job of expanding the Breeders’ Cup brand through its broadcast distribution prowess and has been an essential partner in executing our international strategy and successfully promoting the World Championships to a global audience.”
Drew Fleming, Chief Executive Officer for the Breeders’ Cup, added: “As we near our 10-year association with HBA, we couldn’t be more pleased with the expanded distribution of the Breeders’ Cup World Championship to international audiences unimagined a decade ago. Global competition among the world's greatest horses, jockeys and trainers is one of the hallmarks of the Breeders’ Cup, and we are delighted to showcase the two best days of thoroughbred racing each year in more than 120 territories around the world through the leadership and expertise of HBA.”
Henry Birtles, Chief Executive of HBA Media, added: “It is a huge achievement to have retained such a longstanding association with the Breeders’ Cup. The event is a sporting phenomenon, and we look forward to working closely with their team in showcasing this great event to the world.
“Autumn will see the team embark on a distribution and production marathon – representing three of the finest horseracing events in the world - starting with the Prix de l’Arc de Triomphe in early October followed by the Melbourne and Breeders’ Cups in November.”
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