Collaboration will focus on unlocking new sponsorship opportunities for the globally renowned horse racing festival
Leading global sports, music and entertainment company, THE·TEAM, has been appointed to collaborate on commercial strategy for Breeders’ Cup Limited. THE·TEAM’s specialist Rights Sales group will work closely with the Breeders’ Cup to identify category opportunities, develop integrated sponsorship programs and drive new partnership revenue.
Breeders’ Cup Limited conducts the Breeders’ Cup World Championships, one of Thoroughbred racing’s premier global festivals. The two-day event delivers a premium audience, best-in-class hospitality, and global broadcast reach as the top horses from around the world and their connections compete for more than $34 million in purses and awards.
The Breeders’ Cup World Championships attract elite competitors from North America, Europe, Asia, and the Middle East. Featuring 14 Grade 1 races across a wide range of divisions, the festival culminates in the $7 million Longines Breeders’ Cup Classic (G1), one of the richest and most prestigious dirt races in the sport.
Brian Millman, Vice President, US Rights Sales, at THE·TEAM, said: “We’re thrilled to partner with the Breeders’ Cup, one of the most iconic events in global horse racing. There is a significant opportunity to elevate the commercial program by connecting world-class brands with a premium audience and delivering integrated partnerships that go beyond traditional sponsorship.
“The Breeders’ Cup combines elite competition, international reach and a highly engaged fan base, creating a compelling platform for brands looking to align with premium sport and entertainment experiences.”
Heather Higgins, Senior Vice President of Corporate Partnerships for the Breeders’ Cup, said: “As we continue to align with best-in-class partners, THE·TEAM stands out for its strategic approach, global perspective, and ability to deliver thoughtful, high-impact brand partnerships. We’re confident THE·TEAM will help us unlock new opportunities and build on the Breeders’ Cup’s strong momentum.”
THE·TEAM’s right sales group continues to expand its global portfolio of sports and entertainment properties, with expertise across Formula One, WTA, FCS, Association of Volleyball Professionals, Dude Perfect, and other marquee platforms. The partnership with the Breeders’ Cup further reinforces THE·TEAM’s capability in connecting brands with premium, culturally relevant moments.
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About THE·TEAM
THE·TEAM is proud to provide representation and marketing services to talent, brands and properties across 28 countries and more than 70 cities worldwide. As a trusted partner to the world’s most iconic teams, leagues, venues and governing bodies, our rights sales group leverages our unrivaled network and expertise in the industry to build compelling commercial propositions. We broker effective deals between rights-holders and brands, delivering mutual value for both parties.
Shaped by our belief in the unifying power of sports, music and entertainment, THE·TEAM leads with intelligence, ideas and influence. For more information, please visit the.team.
About Breeders’ Cup
Breeders’ Cup Limited administers the Breeders’ Cup World Championships, Thoroughbred racing’s year-end Championships, as well as the Breeders’ Cup Challenge Series: Win and You’re In, which provides automatic starting positions into the Championships races through partnerships with host countries around the globe, and the U.S.-based Dirt Dozen Bonus Series. The 2026 Breeders’ Cup World Championships, featuring 14 Grade 1 Championship races run during a two-day festival worth more than $34 million in purses and awards, will be held Oct. 30-31 at Keeneland Race Course in Lexington, Ky., and the 2027 World Championships will be held Oct. 29-30 at Belmont Park in Elmont, N.Y. The Championships will be televised live by NBC Sports and FanDuel TV. Press releases appear on the Breeders’ Cup website, BreedersCup.com. You can also follow the Breeders’ Cup on social media.
