Breeders’ Cup
Breeders’ Cup World Championships | 2024
Work completed while serving as Senior Account Director at 160over90
Client Objective
Introduce a fresh, modern perspective to the Breeders’ Cup experience at Del Mar by enhancing the on-site atmosphere, hospitality, and brand engagement, both for global attendees and sponsors while preserving the prestige of the World Championships.
Approach
After a competitive RFP process, Breeders’ Cup elected to partner with 160over90 for the 2024 and 2025 to design and execute elevated hospitality experiences on-track and off-track including VIP programming that embodies modern luxury and strengthens the Breeders’ Cup’s cultural relevance. As the account lead, I was able to to bring a renewed leadership approach to bring together a fully integrated team across experiential, strategy, creative as well as PR and influencer strategy.
Result
The refreshed approach at Breeders’ Cup 2024 was widely recognized in media coverage for elevating the fan experience at Del Mar, blending seaside charm with modern, luxury-driven hospitality. Signature offerings like the “Inside the Rail Experience” and enhanced food, fashion, and social elements were praised for capturing the unique “Where the Turf Meets the Surf” atmosphere. At the same time, the event achieved record-breaking global wagering and expanded broadcast distribution across 30 international networks, underscoring its growing cultural and commercial impact. My team executed nearly 30 different activations and events over the course of a week. Each space designed with a unique look and feel, partner approach and Breeders’ Cup brand integration.
The Breeders’ Cup is one of the world’s premier thoroughbred horse racing championships, bringing together the best horses, jockeys, and trainers from around the globe. Held annually at iconic venues, it blends high-stakes competition with luxury hospitality, fashion, and entertainment. Beyond the races, the Breeders’ Cup is a cultural event that celebrates tradition, excellence, and the thrill of sport at the highest level.
Breeders’ Cup | www.breederscup.com