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HBA Media retains international distribution rights to duo of horse racing events

Horse-racing media agency HBA Media has signed a multi-year renewal of the international media rights to the Lexus Melbourne Cup and the Breeders’ Cup.

HBA also retains production responsibilities as part of the deal, taking its association with the two events into a sixth year.

Chief executive Henry Birtles said: “We will aim to increase the distribution of these two phenomenal sporting occasions, as well as delivering strategic digital and social media campaigns in line with the ever-changing media landscape.”

The Lexus Melbourne Cup is held annually in the Australian city, while the Breeders’ Cup will be held this year in Santa Anita in California.

The British-based horse racing specialist also extended production and distribution contracts with the US racecourse owner group Stronach Group earlier this year, running until 2021.

That deal secured the exclusive rights to the most lucrative horse race in North America – The Pegasus Cup. Following the Pegasus Cup deal, HBA Media went on to announce a slew of deals across a range of territories for the event.