Breeders’ Cup, a series of thoroughbred horse races, is reviewing a “few select agencies” for its PR push, confirmed a spokesperson to O’Dwyer’s via email.
It wants a firm to extend its “world-class” brand beyond horseracing brand into verticals such as general sports, luxury/entertainment and celebrity entertainment.
Qualifying races kick off in June and run through October, culminating with the championship slated for Santa Anita Park in Pasadena on Nov. 1.
The PR account is estimated in the $100K range and the winner of the search will be announced next month.
Breeders’ Cup—like the rest of the horse racing industry, has been involved in a squabble with animal rights group, PETA.
CEO Craig Fravel issued a press release on March 20 to say his organization has “worked to set best-in-class standards for safety, security, race-readiness and testing. “BC continues to “support medication and other reform efforts to ensure that a culture of respect and care for the animals is the norm and that those who do not comport with regulatory and ethical standards do not find comfort or shelter in our business.”
According to the March 20 New York Times, authorities in Kentucky and New York are investigating allegations mistreatment of horses by trainers.