Breeders’ Cup digital pivot mean high-end opportunities for fan engagement

The Breeders’ Cup

will occur Nov. 6 and 7. Image credit: Breeders ‘Cup International horse racing event the Breeders’Cup revealed a multi-faceted digital program, demonstrating how luxury brand names may continue to essentially engage consumers as sporting occasions occur without live

spectators. The #MyBreedersCup program allows fans new chances to interact with the occasion from another location, as the event goes on without fans amid the COVID-19 pandemic. It consists of innovative seeing experiences, virtual style contests and even occasion cocktail dishes.

“Building out the Breeders’ Cup’s digital offerings has been a priority for the previous several years,” stated Justin McDonald, senior vice president of marketing of the Breeders’ Cup.

“Whether fans wish to monitor their preferred horses throughout the day with the brand new Contender Cam, snap and share a themed photo with buddies applying our interactive AR photo filters, or enjoy the races from the perspective of a Championship jockey through the Jockey Cam, #MyBreedersCup assists in all those moments and more, offering an immersive and incredibly robust look into the world of elite pure-blooded racing,” he said.

Breeders’ Cup has been working with media company NBC Sports to implement production aspects that would enable viewers of the live broadcast to view the races such as the high-power camera dubbed the “BatCam,” which will supply vibrant views of the races.This year’s

Breeders’ Cup will have a robust on-site production with NBC having access to 80 electronic cameras for their coverage.Another new function is the Lexus “Jockey Cam, “a helmet-mounted cam that will provide a live, first-person perspective for as much as two jockeys per race. Fans can watch through the Breeders’ Cup’s official website, however NBC Sports will also incorporate video material from the “Jockey Cams” into their Breeders’ Cup race-day coverage.The brand-new”Contender

Cam “will enable fans to view their favorite horse through a dedicated live stream on from the time they go into the paddock to when they get in eviction. There will be up to 14 live streams to select from each race, permitting fans, bettors and owners to keep a close eye on all horses as they heat up.

#MyBreedersCup allows audiences all over the world to engage from another location with the event. Image credit: Breeders’Cup Additional features of the program consist of a live virtual reality and 360 ° stream from the walking ring and Winner’s Circle and a virtual edition of the “Longines Prize for Elegance” style contest, awarding classic Longines watches to 2 trendy fans.The Swiss

watchmaker is a longtime sponsor of the Breeders’ Cup, acting as the occasion’s official timekeeper since 2014 (see story).

#MyBreedersCup photo filters including special frames, background and virtual elements will supply fans the perfect race-day mementos and improve social media engagement.Fans will also have the ability to recreate the Breeders ‘Cup experience in their own houses with Breeders’Cup Party Kits and signature cocktail dishes. The history of the Breeders’Cup prize goes back to the late 1580s. Image credit: Breeders’ Cup The 37th running of the Breeders’ Cup World Championships is arranged to happen on Nov. 6

and Nov. 7, 2020 at Keeneland in Lexington, KY. The event will be transmitted live on NBC, NBCSN, and the NBC Sports app, in addition to on and the Official Breeders’Cup app.Year of virtual sports Sporting events have actually been severely hit by the COVID-19 pandemic, which directly affected how high-end brand names would pursue occasion sponsorships.Traditionally,
numerous high-end brands have actually celebrated events with affluent fanbases, including horse races and tennis tournaments, with sponsorships and unique experiences for attendees.In June, Wimbledon cancelled its renowned tennis competition due to coronavirus restrictions. In reaction, Wimbledon organizer All England Lawn Tennis and Croquet Club launched a social media project getting in touch with consumers to share their favorite memories of the event to keep it alive practically with the hashtag #WimbledonRecreated (see story). Luxury brand names have an opportunity to reach consumers in brand-new and innovative methods as audiences end up being more reliant on digital for content and connections. One of the greatest losses for sporting events and brands remains in hospitality possessions,

therefore brands should consider how they will construct a more intimate connection within the context of sponsorships( see story ), such as Lexus sponsoring the Jockey Cam in this year’s Breeders ‘Cup” This year it was more important than ever to determine and establish an even higher number of new experiences that permit our fans to fully interact with every element of the occasion, because they can refrain from doing so in person,”Mr. McDonald said.