Breeders' Cup partners in international marketing consortium

Breeders’ Cup Ltd. has partnered with two English festival tracks and the Australian host of the Melbourne Cup to launch a website and social-media disseminator focusing on international racing, the partners announced on Tuesday.

The site will be called World Horse Racing, and can be accessed through a dedicated website or through the more popular social-media sites, such as Facebook and Twitter, the partners said. The partners are Breeders’ Cup, Ascot, and Goodwood Racecourses in the United Kingdom, and Victoria Racing Club in Australia.

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The Breeders' Cup will be held this year Nov. 2-3, at Churchill Downs. Ascot hosts the renowned Royal Ascot meeting in June and Goodwood's top meet is Glorious Goodwood in mid-summer. The Melbourne Cup is run in early November.

“World Horse Racing will focus on racing’s astonishing athletes and engaging personalities – human and equine – along with the festivals that stage the greatest of sporting spectacles,” a release announcing the project said.

Ascot and Goodwood run highly prestigious festival meets that are increasingly attracting international competitors, including more and more runners from the U.S. The Victoria Racing Club’s most popular meet is the Melbourne Cup Carnival at Flemington Racecourse.

The project is akin to a media effort launched in 2012 by U.S. interests called America’s Best Racing. That project produces and disseminates stories about U.S. horse racing in multiple formats, focusing on the sport’s personalities and the on-track racegoing experience.