January 25, 2022
2021 Breeders’ Cup World Championships The Del Mar Thoroughbred Club
January 25, 2022
The 38th annual Breeders’ Cup World Championships were run November 5-6, 2021, at the Del Mar Thoroughbred Club in Del Mar, California. Fanticipate was pleased to join with Breeders’ Cup as a Proud Partner of one of the world’s most prestigious and influential events in the sport of Thoroughbred racing.
Fanticipate launched its Partnership, offering a series of auctions coinciding with select Breeders’ Cup Challenge Series races, run at Keeneland in October. Then, during Breeders’ Cup week, Fanticipate offered a number of highly anticipated items for auction during the running of the World Championships. Proceeds benefited Breeders’ Cup Charities.
Stefanie Palmieri, Breeders’ Cup Vice President of Events remarked, “Breeders’ Cup is proud to partner with Fanticipate in this exciting new venture in which fans can bid on outstanding memorabilia and experiences coinciding with selected Breeders’ Cup Challenge Series races, and support Breeders’ Cup Charities.”
Team Fanticipate personnel were deployed to the venue - “where the turf meets the surf” - the week leading up to the Championships. First on the agenda was a tour of the Del Mar backside - with a focus on procuring things for in-race fan participation experiences - specifically, "Own a Piece of the ActionTM" items.
Own a piece of the actionTM items are patent protected and distinct from other items because they are being sold before the live race goes off and will be in the race. This allows fans to participate in-race by literally owning a piece of the action!
Horsemen - Doug O’Neill, Phil D’Amato, and Richard Baltas, among others were eager to support Breeders’ Cup Charities, pledging unique items including blinkers, shadow rolls, and saddle towels. Not to be outdone, members of the jockey colony stepped up with donations of their own. Hall of Famer - Mike Smith - donated the pants he wore when piloting Art Collector in the Classic.
By the time the last Champion was crowned, not only had the Partnership generated important revenue in support of Breeders’ Cup Charities, but had significantly increased additional awareness of the event with over 3.5-million impressions across all Fanticipate social media platforms. A Championship day indeed!