America’s Best Racing Unveils Brand Promotional Tour to Heighten Awareness of Horse Racing to the Millennial Generation.
Leverage Agency to lead sponsorship marketing alliance to promote ABR mission
New York, N.Y. (Wednesday, November 14, 2012) - - As part of an ongoing commitment to new fan development, America’s Best Racing (ABR) today announced it will be launching a 2013 national bus tour designed to increase interest in the lifestyle and competition of America’s high profile Thoroughbred races and big event days across the country.
Dubbed the “ABRV”, the 45-foot-long tour bus will travel around the country, beginning in March 2013, with six young and enthusiastic brand ambassadors. They will meet with national and local media outlets and appear on college campuses, and in high-traffic areas and strategic locations within each destination city, seeking to attract a younger audience to the sport of horse racing and the big race day events in each city.
The brand ambassadors will also be contributing stories, video content and photographs from their journey on ABR’s website at: followhorseracing.com.
“Our mission is to promote the exciting lifestyle and competition that occur around our sport’s best events – highlighting the fashion, celebrity participation, travel opportunities, gambling and racing – and we believe this is a great way to introduce a younger audience to the sport,” stated Jason Wilson, Vice President of Business Development for The Jockey Club. “We decided to take our compelling story on the road and to directly interact and engage with the millennial generation on their turf.”
America’s Best Racing is a multi-media, new fan development and awareness-building platform initiated by The Jockey Club. It is designed to increase the profile and visibility of America’s best Thoroughbred racing events, with a primary focus on the sport’s lifestyle and competition.
While the ABRV tour will focus on promoting racing’s biggest events throughout the year, the bus and its brand ambassadors will also appear at mainstream events such as top sporting, pop culture and entertainment venues around the country to further interact with the target demographic. The complete ABRV Tour schedule for 2013 will be released at a future date.
America’s Best Racing also recently engaged Leverage Agency, LLC as its marketing sponsorship sales and partnership agency of record. Leverage brings deep expertise in creating 360° marketing partnerships through branded packaging, sponsorship sales, content creation and distribution, public relations, social media, digital, experiential marketing and asset valuation/ROI analytics. Headquartered in New York City, with an office in Los Angeles, Leverage provides insight-driven strategies and develops customized programs for a portfolio of diverse corporate clients to engage their target consumers through needle-moving sports and entertainment marketing.
“Leverage Agency is excited to be on the team marketing horse racing to the Millenniums,” stated Ben Sturner, Founder & CEO of Leverage Agency. “Our ability to deliver the message through social media and other public relations platforms will ensure that ABR’s target audience is reached.”
America’s Best Racing is currently accepting resumes for the six salaried brand ambassador positions. “We’re looking for bright, motivated and enthusiastic young people who are interested in breaking into the competitive landscape of the sports business world and earning critical sports marketing and branding experience,” Wilson added.
Applicants interested in applying for a brand ambassador position should e-mail a cover letter, resume and introductory video by December 3, 2012 to the attention of: firstname.lastname@example.org.
Applicants are encouraged to use the introductory video to introduce themselves in a way that represents their unique style and to explain why they are well-suited to represent America’s Best Racing, in its mission to enhance the profile and visibility of Thoroughbred racing.
The Jockey Club, founded in 1894 and dedicated to the improvement of Thoroughbred breeding and racing, is the breed registry for North American Thoroughbreds. In fulfillment of its mission, The Jockey Club provides support and leadership on a wide range of important industry initiatives and it serves the information and technology needs of owners, breeders, media, fans and farms, among others. Additional information is available at jockeyclub.com.