Marketing and Sponsorship

Breeders' Cup signs deal with PNC Bank beginning with '21 event

By Liz Mullen

The Breeders’ Cup has signed a multiyear deal with PNC Bank, making it the official banking service provider and official credit card processor of its world championships. Financial details were not disclosed. PNC Bank, which is looking to expand in the San Diego area, will be the title sponsor of the PNC Clubhouse at Del Mar, where the 14 championship races will be held Nov. 5-6. PNC Bank will also be featured in other activities around the event, including in communications with fans highlighting suggested attire and as an official partner of the Breeders’ Cup Festival. “Earlier this year, PNC introduced its Regional President model in San Diego, bringing more localized decision-making and focus to market,” PNC Regional President for San Diego Alan Prohaska told SBJ. “Our expanded entry into San Diego, combined with its strong ties into the community and the opportunity to be a part of the prestige and tradition of the Breeders’ Cup simply made sense. When you look at the activities building up to the excitement of race day, it really wasn’t a question of, ‘Should we do this?’ but more a question of, ‘Why wouldn’t we become an official partner of The Breeders’ Cup World Championships?’” Prohaska said PNC Bank has a commitment to connecting to the community with a “Main Street bank approach” and identified The Breeders’ Cup as a way to connect.

SPREADING ITS BRAND: At Del Mar this year, PNC will be featured in local Southern California marketing efforts, as well as having an ownership position of the clubhouse and welcome party. “Connecting with customers in Southern California was a driving force in the partnership, but the partnership is multiyear and the benefit structure will reflect the unique needs of each market,” Breeders' Cup President & CEO Drew Fleming said. “We look forward to working with PNC in various markets and for years to come.” Fleming noted PNC is a “cornerstone” in Kentucky, where the event is headquartered. The ’22 Breeders’ Cup will be held at Keeneland in Lexington, after the event ran fanless in ’20 due to the pandemic. No host site beyond '22 has been announced.

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