Breeders' Cup Unveils Logo for 2019 World Championships

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The Breeders' Cup returns to Santa Anita Park in 2019.
The Breeders' Cup returns to Santa Anita Park in 2019. (Eclipse Sportswire)

The Breeders' Cup, one of Thoroughbred racing's most prestigious international events, today revealed the logo for the 2019 Breeders' Cup World Championships, which will take place on Nov. 1 and 2 at Santa Anita Park in Arcadia, Calif., for a record-breaking 10th time.

The new logo boasts a sleek and minimalistic aesthetic that unites the two powerhouse horse racing institutions behind this year's World Championships - Breeders' Cup, the two-day event that marks the culmination of the Thoroughbred racing season, and Santa Anita Park, one of the most renowned and visually striking racetracks in the world.

The 2019 Breeders' Cup World Championships logo celebrates its host site through a variety of creative symbols. Housed inside a crest shape border, the official Breeders' Cup logo is positioned above the Kingsbury Fountain, one of Santa Anita Park's most storied landmarks that welcomes guests into the venue. The two-color scheme of gold and purple, Breeders' Cup's most recognizable colors, allows the two brands' individual imagery to stand on its own while remaining united as the forces behind the 2019 event. The color scheme's gold hue simultaneously serves as a physical reference to the regal nature of the event and cool tones of the fall season, when the event will be held.

The new logo was designed in partnership with SME Branding, a premier sports branding agency that specializes in brand strategy and identity development. SME boasts a stellar history of collaborating with other world-class sports brands such as the Atlanta Braves and the Kentucky Derby, and worked closely with Breeders' Cup and Santa Anita Park to develop a logo that exemplifies the Breeders' Cup World Championships’ reputation as one of the most prominent horse racing and lifestyle events in the world.

"Santa Anita Park has witnessed some of the most exciting World Championships in Breeders' Cup history, and we're very much looking forward to our return in 2019," said Craig Fravel, president and CEO of Breeders' Cup. "The logo we've developed for the 2019 event perfectly intertwines the Breeders' Cup and Santa Anita Park brands - two of the most prestigious in racing - and serves as a perfect representation of our record-breaking 10th running at this great venue."

2019 Breeders' Cup World Championships merchandise, featuring the new event logo, is available for order now at Shop fleece, T-shirts, and headwear now from Peter Millar, Nike, and many more brands.

To learn more about the 2019 Breeders' Cup World Championships and to sign up for ticketing information, please visit

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