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Front Row signs Breeders’ Cup agreement

Front Row Marketing Services has agreed a deal to market and sell the sponsorship and commercial rights for the 2013 edition of the Breeders’ Cup World Championships horseracing event.

The event, comprising 14 races and the Breeders’ Cup Classic, will take place at Santa Anita Park in the US state of California on November 1-2.

Front Row is a sports and entertainment marketing company that is a division of media company Comcast-Spectator.

“The Breeders’ Cup is a multifaceted event that cuts across a number of marketing platforms, including broadcast, digital and social media, along with a number of special events and high-end hospitality at Santa Anita,” Drew Sheinman, senior vice-president and chief revenue officer of the Breeders’ Cup, said.

“We look to Front Row to develop these initiatives and bring brand marketers to the Breeders’ Cup.”