The Breeders' Cup has hired sports marketing firm Velocity Sports & Entertainment to sell a title sponsorship for horse racing's championship event for the first time since it was launched more than two decades ago. Breeders' Cup president Greg Avioli declined to discuss dollar figures, but a source said the Breeders' Cup was seeking an annual rights fee in the mid-seven figures, as well as a commitment in the seven figures annually for marketing support and activation. If Velocity can't find the right brand fit or if the company isn't willing to put significant marketing muscle behind the sponsorship, "we won't do it," Avioli said.

The Breeders' Cup is looking for a commitment of at least three years, he said. The event expects to be in the marketplace by the end of July and hopes to have a title sponsor in time for the 2008 Breeders' Cup, the 25th anniversary of the event, to be held Oct. 24-25 at Santa Anita Park. "I think they have a good chance of securing, hopefully, a high-market consumer brand," said Ira Stahlberger, vice president of strategic partnerships for Chicago-based media and marketing company Intersport.

The Breeders' Cup's search for a title sponsor comes at a time when Triple Crown Productions, a joint venture owned by the racetracks that host the Kentucky Derby, Preakness and Belmont, has stopped looking for a sponsor. Visa gave up its Triple Crown title sponsorship in 2005, and Triple Crown Productions stopped searching for a sponsor in 2006, after talks broke down with Anheuser-Busch. Anheuser-Busch was close to a deal for its Bud Select brand to sponsor the Triple Crown last year, but a number of issues killed the deal, including the Kentucky Derby's sale of a presenting sponsorship to Louisville-based Yum Brands Inc. and another major sponsorship to Visa.

Velocity also represented the Triple Crown in talks with A-B. Last week, Velocity principal Harlan Stone said he thought the Breeders' Cup title sponsorship would be an easier sell. "I think this offering is superior to Triple Crown's," Stone said. "They have sold off the crown jewel to Yum Brands, and it makes it much more challenging to sell a meaningful title sponsorship."

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