Dos Equis Named Official Beer Sponsor of the 2009 Breeders’ Cup World Championships

NEW YORK  – The Breeders’ Cup announced today that Dos Equis has been named Official Beer Sponsor of the 2009 Breeders’ Cup World Championships, marking the second year thatDos Equis will serve as the Official Beer of the Championships. The 26th Breeders’ Cup World Championships, Thoroughbred racing’s most prestigious global event, consisting of 14 races and $25.5 million in purses, will be held on Friday, Nov. 6, and Saturday, Nov. 7, at Santa Anita Park in Arcadia, Calif.  The event will be televised live on ABC and ESPN and to a worldwide audience in more than 120 countries.

Highlight of the 2009 Dos Equis sponsorship include:

–       Retail promotions at more than 1,000 retailers in the Los Angeles market

–       Dos Equis hosted Breeders’ Cup themed events in key accounts

–       Media support with radio, out-of-home, online and television

–       Creation of the Dos Equis Cantina, a fan-friendly area in the infield of Santa Anita Park during the Breeders’ Cup World Championships.  Fans will be able to access the Dos Equis Cantina with a purchased ticket or with a $10 general admission ticket.  The Dos Equis Cantina will feature a DJ, Dos Equis pouring stations and an up-close area to watch the races from while listening to music and enjoying a cold Dos Equis

“We enjoyed Dos Equis involvement with the Championships last year and are pleased that they are intending to increase activation around this year’s event,” ” said Peter Land, Chief Marketing Officer of the Breeders’ Cup.  “We know that our guests both at the track and at the ancillary events appreciate the high quality products Dos Equis provides.”

“The Breeder’s Cup offers the kind of interesting, world-class excitement that the Dos Equis consumer is looking for,” said Kheri Holland Tillman, vice president of marketing, Dos Equis.  “We are thrilled to continue this relationship with the Championships for the second year to support the excitement at the track, at retailers around Los Angeles and now at the newly created Dos Equis Cantina, an area designed to provide an even more interesting experience at the Breeders Cup World Championships.”

 

About Heineken USA
Heineken USA, the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. Brands imported into the U.S. include Heineken Lager, the world’s most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For more information on the company, please visit www.HeinekenUSA.com. Heineken USA also maintains a firm commitment to promote and encourage the responsible consumption of its products. Additional information on the company’s responsibility programs can be found at www.EnjoyHeinekenResponsibly.com.

About Breeders’ Cup

The Breeders’ Cup administers the Breeders’ Cup World Championships; Thoroughbred racing’s year-end Championships consisting of 14 races and $25.5 million in purses, which makes it the richest event in sports. At last year’s Breeders’ Cup, more than $100 million in winning wagers were returned to fans at over 10,000 betting locations around the globe.  The Breeders’ Cup also administers the Breeders’ Cup Challenge qualifying series, and the Breeders’ Cup Stakes Program. Breeders’ Cup has offices in Lexington, Ky., and in New York City. Breeders’ Cup press releases appear on the Breeders’ Cup Web site, www.breederscup.com. You may follow the Breeders’ Cup on Twitter at http://twitter.com/BreedersCup.