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CATEGORY:
BRAND REFRESH,
360° CAMPAIGN,
EVENT SIGNAGE
YEAR:
2025-
AGENCY:
160over90
THE GIST OF IT:
Over two days and fourteen elite races, the world’s top Thoroughbreds from 16 countries converge at the Breeders’ Cup for a shot at championship glory.
With its venue rotating each year, the Breeders’ Cup needed a refreshed brand and campaign that captures both the sophistication of premier horse racing and the raw athleticism of its horses and jockeys in order to elevate event awareness and drive ticket sales.
The latest Breeders’ Cup brand unites new typography, an expanded color palette, and refined photo styling to reflect the event’s signature mix of sporting excellence and sophisticated atmosphere.
From brochures and signage to activations and cocktail napkins, the Breeders’ Cup brand needed to reach every touchpoint, no matter how big or small.
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