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CATEGORY:
BRAND REFRESH,
EXPERIENTIAL MARKETING,
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.
From brochures to trackside experiences, 160over90 refreshed the Breeders' Cup brand and executed that brand across the event and the weeks leading up to it.
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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