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Maker’s Mark enters Breeders’ Cup partnership

Bourbon brand Maker’s Mark has reached a sponsorship agreement with US horseracing event the Breeders’ Cup.

The three-year deal begins with this year’s 32nd Breeders’ Cup World Championships at Keeneland Race Course and Lexington, Kentucky on October 30-31.

Over the course of the partnership, which concludes in 2017, Maker’s Mark and the Breeders’ Cup will aim to raise $1m (€907,000) for charitable causes.

Maker’s Mark will produce a limited edition collection of bottles featuring previous Breeders’ Cup champions, while its bourbon will also feature in a signature cocktail at the racecourse for major Breeders’ Cup parties and hospitality events throughout race week.

Additionally, Maker’s Mark will promote the Breeders’ Cup at various off-course locations and work with the championships in its promotional efforts for the 2016 and 2017 events at Santa Anita and Del Mar respectively.

Craig Fravel, president and chief executive of the Breeders’ Cup, said: “We reached out to Maker’s Mark on the very day we announced this year’s World Championships would be at Keeneland because of the brand’s roots here and the esteem in which Maker’s Mark is held all over the world. That makes them a perfect partner, and it’s a milestone for the Breeders’ Cup, illustrating the evolution of the event.”