Breeders’ Cup

Breeders’ Cup World Championships | 2025

Work completed while serving as Senior Account Director at 160over90

Client Objective

Build on the momentum of the 2024 Breeders’ Cup World Championships at Del Mar by continuing to elevate the brand beyond race day, creating an experience that strengthened hospitality, cultural relevance, partner integration, and engagement with owners, VIPs, industry leaders, and fans.

Approach

Returning for a second year as Breeders’ Cup’s experiential partner, our focus shifted from establishing a refreshed vision to evolving and expanding the experience across the full Breeders’ Cup ecosystem. As the senior account lead, I oversaw an integrated team spanning experiential, creative, production, PR, and influencer strategy, ensuring every touchpoint felt connected to the Breeders’ Cup brand while still delivering a distinct experience for each audience.

Our work extended across both on-track and off-track programming, including premium hospitality, partner activations, owner and VIP experiences, and A Call to Post, Breeders’ Cup’s signature event kicking off World Championships week. Each experience was designed to balance the heritage and prestige of horse racing with a more contemporary approach to hospitality, entertainment, and culture.

Result

The 2025 program further established Breeders’ Cup brand and its place in racing. Our team delivered a complex portfolio of activations and events, each with its own audience, creative identity, partner requirements, and operational needs, while maintaining a consistent premium Breeders’ Cup experience.

Through integrated leadership across account, creative, production, PR, and influencer teams, we continued to modernize how guests experienced the Breeders’ Cup brand while strengthening the platform for future growth and year-round cultural relevance.