May 28, 2020 (Lexington, KY) – CTP helped Breeders’ Cup and The Jockey Club develop and launch a national ad campaign titled, “Still. Running. Strong.” to promote Thoroughbred racing as major racetracks across the country resume live racing without spectators during the COVID-19 pandemic, the organizations announced today.
The campaign includes broadcast, digital, and social media elements and comes at a time when other major sports are on hiatus and horse racing is receiving unprecedented levels of live television coverage on NBC Sports and FOX Sports.
In addition to Breeders’ Cup and The Jockey Club, significant financial support for the campaign was provided by the National Thoroughbred Racing Association (NTRA); TVG, an affiliate of the FanDuel Group; the Kentucky Thoroughbred Association (KTA); and Thoroughbred Owners and Breeders Association (TOBA).
“As more of our major venues get back to live racing and people at home seeking diversion and entertainment, we wanted to be proactive about promoting the sport to a broader audience,” said Drew Fleming, President and CEO of the Breeders’ Cup. “Horse racing has a unique opportunity to lead the way as we resume operations safely and, in doing so, provide fun and excitement for millions of sports fans and bettors across the country.”
“Sports fans are looking for ways to invest their pent-up passion and excitement, and we think this campaign really captures the thrill of horse racing,” said Grant Pace, Executive Creative Director at CTP. “And with all of the different elements, it can speak to, and pull in, the seasoned expert as well as the casual fan.”
The campaign highlights the bond between human and horse along with the thrill of watching and betting on horses that sets horse racing apart. Digital and social media executions promote the legal on-line wagering aspects of the sport, directing people to a new landing page on America’s Best Racing’s website, featuring fan education materials, wagering basics and links to horse racing’s advanced-deposit wagering platforms.
“With racing returning to major circuits and the addition of many hours of live programming on Fox Sports and NBC Sports there is now a unique opportunity to appeal to new fans and ask them to sample Thoroughbred racing,” said Jim Gagliano, President & COO of The Jockey Cub. “Our goal is to increase awareness of racing as an option for these potential customers, engage with them, and provide the initial tools for them to learn more and break down barriers to participation. We are grateful to NTRA, TVG, KTA, and TOBA for supporting our efforts to promote racing and look forward to working with others to grow the campaign.”
“On behalf of our member tracks and horsemen’s organizations, we are happy to support this collaborative effort, especially during this unique window of opportunity,” said Alex Waldrop, NTRA President and CEO.
While most professional sports seasons have been sidelined or restricted to mitigate risks associated with human-to-human contact in the midst of the pandemic, horse racing has been able to operate safely in many jurisdictions under strict screening, sanitation and health protocols under guidance from public health officials and other experts.
The campaign launches today and will run on NBC Sports, FOX Sports and a variety of targeted digital and social channels. It was developed by Boston-based CTP, which has been involved in horseracing marketing for decades and is the Breeders’ Cup’s longtime advertising agency.
For more information visit AmericasBestRacing.net/Strong.
ABOUT BREEDERS’ CUP
The Breeders’ Cup administers the Breeders’ Cup World Championships, Thoroughbred horse racing’s year-end Championships, as well as the Breeders’ Cup Challenge qualifying series, which provides automatic starting positions into the Championships races. The Breeders’ Cup is also a founding member of the Thoroughbred Safety Coalition, an organization composed of industry leaders committed to advancing safety measures in Thoroughbred racing and improving the well-being of equine and human athletes. The 2020 Breeders’ Cup World Championships, consisting of 14 Championship races, will be held on November 6-7 at Keeneland Race Course in Lexington, Kentucky and features a total of $35 million in purses and awards. The event will be televised live by the NBC Sports Group. Breeders’ Cup press releases appear on the Breeders’ Cup website, breederscup.com. You can also follow the Breeders’ Cup on social media platforms Facebook, Twitter, Instagram and YouTube.
ABOUT THE JOCKEY CLUB
The Jockey Club, founded in 1894 and dedicated to the improvement of Thoroughbred breeding and racing, is the breed registry for North American Thoroughbreds. In fulfillment of its mission, The Jockey Club, directly or through subsidiaries, provides support and leadership on a wide range of important industry initiatives, and it serves the information and technology needs of owners, breeders, media, fans and farms. It is the sole funding source for America’s Best Racing, the broad-based fan development initiative for Thoroughbred racing. You can follow America’s Best Racing at americasbestracing.net. Additional information is available at jockeyclub.com.