Breeders’ Cup World Championships

How We Turned Casual Fans Into Fanatics.

The Impact Needed

The Breeders’ Cup World Championships is the crown jewel of horse racing—but many casual fans didn’t even know it was on TV. To change that, CTP launched a fully integrated, multi-year campaign aimed at shifting awareness, perception, and behavior. We focused on reaching occasional fans with bold, emotional storytelling across TV, digital, and social, reframing the Breeders’ Cup as a can’t-miss, world-class event. The result: not just higher viewership, but a deeper connection to the brand that turned spectators into loyal followers.

A poster for the Breeders' Cup with the words "It's once in a lifetime every 40 minutes" with a jockey and horse in center frame.
A poster for the Breeders' Cup with the words "It's thunder on a sunny day" with a group of horses racing for position.
A poster for the Breeders' Cup with the words "16 countries, 1 finish line" with a jockey holding his winning trophy.
A poster for the Breeders' Cup with the words "the final stretch is a symphony" with a jockey and horse mid-stride.

The Story We Told

An animated gif for the Breeders' Cup featuring well-dressed attendees, jockeys, and officials around the track with the text "it's not just another day at the races."
A social ad for the Breeders' Cup featuring a cheering jockey and the text "Victory needs to translation"
A social ad for the Breeders' Cup featuring a group of horses jockeying for position and the text "16 countries, 1 finish line"
A social ad for the Breeders' Cup featuring a horse and jockey and the text "the world will be watching"
A banner for the Breeders' Cup featuring a jockey on a horse in the foreground with an arena of fans in the background and the text "The ultimate crown"

The Difference It Made

Increased brand awareness, perception, and fan advocacy across all segments

0

b+

total impressions across platforms

0

M

new viewers on NBC

0

M

new website users

0

%

event viewers on X

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