by Tim Nichols

Breeders’ Cup Ltd. revealed a new sponsorship structure on Monday for the Breeders’ Cup World Championships.

The new structure will feature three tiers for sponsorships—Premier Partners, Promotional Partners, and Industry Champions.

The four premier partners—Grey Goose, Sentient Flight Group, Bessemer Trust, and Emirates Airline—will receive entitlement benefits for specific races in the two-day event on October 24-25 at Santa Anita Park.

“The premier partners are associated with the races,” said Jim Gluckson, a spokesman for Breeders’ Cup Ltd.

Grey Goose will sponsor the Breeders’ Cup Juvenile Turf and Breeders’ Cup Juvenile Fillies Turf, Sentient Flight Group will sponsor the Breeders’ Cup Sprint and Breeders’ Cup Filly and Mare Sprint, Bessemer Trust will sponsor the Breeders’ Cup Juvenile and Breeders’ Cup Juvenile Fillies, and Emirates Airlines will sponsor the Breeders’ Cup Turf and Breeders’ Cup Filly and Mare Turf.

“The two-day format provides our partners with races on both Championship days, enhancing their sponsorship experience and commitment to be aligned with the premium nature of the Breeders’ Cup,” said Peter Land, chief marketing officer of Breeders’ Cup Ltd. “This new format will also benefit fans tuning in at home."

Emirates Airlines, Bessemer Trust, and Sentient Flight Group also will serve as presenting sponsors of select races in the Breeders’ Cup Challenge “Win and You’re In” series.

Dos Equis, John Deere, NTRA Advantage, and UPS will serve as Promotional Partners. The four companies will host and sponsor different events at Santa Anita during the Breeders’ Cup.

Six Industry Champions—Coolmore, Lane’s End, Equibase, Darley Stables, Three Chimneys Farm, and Equineline.com—have committed to advertise on all Breeders’ Cup broadcasts, on the Breeders’ Cup website, and in the Breeders’ Cup World Championships program.

Tim Nichols is a Thoroughbred Times assistant daily news editor