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JOHN DEERE, NTRA AND BREEDERS' CUP LIMITED FORM NEW STRATEGIC MARKETING ALLIANCE
John Deere, the National Thoroughbred Racing Association (NTRA) and Breeders' Cup Limited have formed a new strategic marketing alliance that gives John Deere entitlement rights to the $2 million Breeders' Cup Turf, one of eight races that make up the $13 million Breeders' Cup World Thoroughbred Championships televised annually by NBC, representatives of the three organizations announced today. John Deere, the NTRA's Official Supplier of Farm Equipment, was the presenting sponsor of the 2001 Breeders' Cup Turf.
Under the terms of the multi-year agreement, John Deere also becomes title sponsor of the Breeders' Cup Turf Division, the yearlong series of national and international races that are part of the "Road to World Thoroughbred Championships," televised by ESPN and ESPN2. John Deere will be the presenting sponsor of the newly created Great State Challenge, an annual event featuring the top state-bred horses from around the country, extending its marketing efforts to regional state-bred championship days.
"This marks a significant expansion of John Deere's marketing and promotional commitment to Thoroughbred racing," said NTRA Commissioner Tim Smith. "Our partnership with John Deere continues to grow and we look forward to further expansion, both internationally through some of the key races staged around the world, and domestically with greater involvement with the state-bred championships at NTRA member facilities."
"The John Deere brand is an excellent association with the Breeders' Cup Turf and the World Thoroughbred Championships," said D.G. Van Clief, Jr., president of Breeders' Cup Limited. "We are pleased that John Deere has joined our roster of title sponsors so soon after being a presenting sponsor."
"As a premier provider of agricultural equipment and turf care products, we have built a natural, valuable alliance with the horseracing industry and look forward to taking this relationship to the next level," said Mark A. Johnson, manager of national sales for John Deere's agricultural division. "Our company is committed to working closely with the Thoroughbred industry for years to come."
In addition to the entitlement rights, Deere will receive advertising and other benefits in NTRA television programming, product placement at major races and hospitality at major races and events. As an NTRA Official Supplier, Deere has significantly increased its sales to the horseracing industry while providing substantial savings to NTRA member tracks and horsemen's organizations.
With the addition of John Deere, three of the eight World Thoroughbred Championship races and divisions have title sponsors. Earlier this year, Bessemer Trust Company was announced as the title sponsor for the Juvenile Division and Penske Auto Centers was announced as the title sponsor for the Sprint Division.
One of the world's oldest and most respected enterprises, John Deere (www.JohnDeere.com) creates smart and innovative solutions in the form of advanced machinery, services and concepts for customers on farmsites, worksites and homesites worldwide.
The NTRA is a broad-based coalition of horseracing interests, including the American Quarter Horse Association, charged with increasing popularity of horseracing and improving economic conditions for industry participants. The NTRA and Breeders' Cup Limited also conduct the Breeders' Cup World Thoroughbred Championships, Thoroughbred racing's year-end Championship consisting of eight races and $13 million in purses and awards, and the Breeders' Cup Stakes Program, both of which are funded by the industry's owners and breeders. The NTRA has offices in Lexington, Ky., and New York City. NTRA press releases appear on the NTRA Web site, www.ntra.com, and at the Web site for the Breeders' Cup World Thoroughbred Championships, breederscup.com. Contact the NTRA at firstname.lastname@example.org.
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