Breeders’ Cup races on with Henry Birtles Associates

The Breeders’ Cup, the organisation that administers the Breeders’ Cup World Championships, US thoroughbred horseracing’s year-end event, has agreed a three-year extension to its international rights partnership with media consultancy Henry Birtles Associates.

Under the deal, HBA will continue to exclusively distribute the event’s global television rights until the end of 2018.

The coverage Henry Birtles distributes includes two days of programming on US network NBC, and ‘The International Classic Hour’, an hour-long show aimed at the mainstream global networks.

Peter Rotondo, vice-president of content at the Breeders’ Cup, said: “Above all, to maximise reach, racing needs an organisation with a genuine understanding and passion for the sport, combined with extensive market experience and contacts within the media sector. HBA is widely known to have both and that is the primary reason for Breeders’ Cup renewing this association.”

This year’s Breeders’ Cup will take place at Santa Anita Park in Arcadia, California from November 4-5.