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Longines expands horseracing portfolio with Breeders’ Cup deal

Swiss watchmaker Longines has agreed a deal to become an official partner of the 2014 Breeders’ Cup US horseracing showpiece.

Under the deal, Longines will become the official timekeeper and watch of the event, which will take place at the Santa Anita Racetrack in Los Angeles from October 31 to November 1.

Longines will also serve as the title sponsor of the Breeders’ Cup Turf and Breeders’ Cup Distaff races that will take place during the event.

In addition, Longines will present Conquest Classic watches to the owner, breeder, trainer, jockey and stable staff of the winning horse in each of the races it will title sponsor, as well as the Breeders’ Cup Classic main event.

Longines will also benefit from a prominent presence throughout the Santa Anita Racetrack with branded clocks and banners positioned around the course. The company will also select the most elegant man and women at the event and reward them each with a Longines watch.

Longines is well known throughout the horseracing and equestrian circuit due to its support of the International Equestrian Federation, the Los Angeles Masters Grand Slam Indoor equestrian event and UK horseracing venue Ascot Racecourse.