Breeders' Cup World Championship
The Breeders' Cup World Championship serves as the climactic finale of the global horse racing calendar, uniting the finest Thoroughbreds from 16 nations for two days of high-stakes competition. While already deeply respected by racing traditionalists, the organization aimed to broaden its reach and engage a diverse new generation of spectators.
Looking toward the 2026 and 2027 weekends at Keeneland and Belmont, we developed a comprehensive rebrand designed to amplify brand presence and reflect the prestige of these elite events. By modernizing heritage elements with a modular visual system, the updated identity strikes a perfect chord between competitive intensity and refined luxury.
Following the brand launch, we activated the new creative across a vast ecosystem—including multichannel ticketing strategies, immersive experiential designs, cinematic video content, and targeted digital marketing—to bring the championship spirit to life at every touchpoint.
By the Numbers
$1.6M
in ticket sales across
paid search & paid social (Y1)
37.6M
Paid Media Impressions (Y1)
26%
Conversion rate for
ticket purchases (Y1)
MY ROLE...
included originating the visual rebranding, striking a careful balance between heritage and modernity. Following the approval of this new direction, I oversaw a team of designers to execute a wide-reaching ticketing campaign that spanned email, paid social, and print media. I also leveraged our modular visual system to develop unique partnership identities and had oversight on event-specific activation logos. Collaborating closely with the experiential department, I guided the design of physical brand touchpoints to ensure the refreshed aesthetic was translated seamlessly throughout the entire championship environment.
YEAR
2025-present
AGENCY
160over90
ROLE
Senior Designer