CORNETT Fuses Surfing and Horse Racing for Lane’s End During Breeders Cup in Del Mar

Creative marketing agency CORNETT has created a 'surf & turf' promotion for Lane’s End stallions at Del Mar racetrack during Breeders’ Cup week, the World Championships of Thoroughbred horse racing (November 3rd through November 6th). The agency has commissioned Chilli Surfboards to individually design surfboards that highlight the entire Lane’s End roster of world-class Thoroughbred stallions. The boards will be displayed at the Del Mar racetrack and at partner hotels the Hyatt Regency, Fairmont Grand, Lodge at Torrey Pines, and L’Auberge during Breeders Cup that week and auctioned off to raise money for the Permanently Disabled Jockey Fund (PDJF).

“This cause has been one of the major focuses of my parents' philanthropy,” said Bill Farish of Lane’s End Farm. “It’s been underfunded for a long time and it's very important to us that we support the often forgotten jockeys who risk their lives for our entertainment and our business.”

The auction will be held on 32Auctions and promoted on Lane’s End’s and Chilli’s social channels. Racing TV channel TVG will promote on its social channels and recently filmed footage in Newport Beach of some of the most well-known jockeys such as Hall of Famer Mike Smith and award winners Drayden Van Dyke and Joe Bravo getting a lesson on the custom Lane’s End surfboards with a pro surfer. The piece will air on TVG during converge of the Breeders’ Cup and in the lead up. It will also be promoted nationally in Thoroughbred industry publications such as Blood Horse magazine, the Daily Racing Form, and the Paulick Report.

The highest bidder wins each 7’ board at the close of the auction, and 100% of the proceeds raised goes directly to the PDJF. There are 20 in total—19 named after horses and one Lane’s End-branded board. Each contains the stallion’s name, Lane’s End logo, and a swatch of the colours they raced in.