03/09/2008 11:00PM

Cup gets new air travel sponsor


Sentient Flight Group, a private aviation company, has reached a multi-year agreement to become an official marketing partner of the Breeders' Cup, the two organizations announced on Monday.

Sentient will become the Breeders' Cup's "official aviation partner," replacing the longtime sponsor NetJets, which sells fractional shares of private aircraft. NetJets had previously sponsored the Breeders' Cup Mile division.

Jason Howarth, a spokesman for Breeders' Cup, said that Sentient's agreement with the Breeders' Cup did not yet designate a division or race that the company would sponsor. Howarth said that it was most likely that Sentient would sponsor a specific division, but that Breeders' Cup had not yet determined which sponsors would be tied to its divisions.

Under the agreement, Sentient will work with Breeders' Cup to develop marketing and hospitality programs for the event, which will be held for the next two years at Santa Anita Park in Southern California, the two organizations said. In addition, Sentient will set up travel programs for the Breeders' Cup.