Breeders' Cup Selects 160over90 to Elevate 2024-25 World Championships

160over90 today announced it has been appointed by the iconic Thoroughbred racing organisation Breeders’ Cup Limited to develop and produce various on-track and off-track hospitality experiences at the 41st and 42nd Breeders’ Cup World Championships, taking place at Del Mar Thoroughbred Club in Del Mar, California.

160over90 will focus on designing, planning, and executing on-track and off-track hospitality experiences for the 2024 and 2025 Breeders’ Cup World Championships, creating elevated lifestyle and entertainment touchpoints for participants and fans while engaging brand partners. The agency will additionally curate on-site VIP programming that brings to life the spirit of modern luxury and high-touch connection that is synonymous with the Breeders’ Cup brand.

Featuring 14 Grade one races and more than $34 million in purses and awards, the 2024 Breeders’ Cup World Championships will entertain fans from around the globe as the sport’s best horses, owners, breeders, trainers, and jockeys compete over two days of world-class racing. Attendees will enjoy outstanding culinary experiences, high fashion, and top entertainment at Del Mar, 'Where the turf meets the surf' on the shores of the Pacific Ocean, as the World Championships are held at the seaside oval for back-to-back years in 2024 and 2025.

“Complimenting the quality of the races conducted on the track, Breeders’ Cup is intent upon providing an enhanced on-site experience for our many participants and patrons from around the world,” said Drew Fleming, president and chief executive officer for Breeders’ Cup Limited. “It is our goal to ensure everyone in attendance enjoys a compelling experience, and to realise this vision, we required a forward-thinking partner who appreciates our goal of leaning into our legacy while modernising for the future. 160over90’s capabilities combined with their access as part of Endeavor solidified our decision and we are thrilled to launch this new partnership.”

“Across 160over90, we have unmatched expertise working with some of the world’s most celebrated sports properties, and uncovering how to connect their brands to culture,” said Ed Horne, president of 160over90. “We’re excited to help evolve Breeders’ Cup, this crown jewel event, into one that represents true cultural currency.”

The relationship began in 2024 and was awarded to 160over90 as part of a competitive pitch.