Breeders' Cup selects retail merchandising partner

The Breeders’ Cup and Upper Right Marketing, a retail merchandising company, have signed a multiyear agreement making Upper Right the exclusive Breeders’ Cup retailer for its branded merchandise and apparel, the Breeders’ Cup announced on Thursday.

Like Breeders’ Cup Inc., Upper Right Marketing is based in Lexington, Ky. It was founded in 2010, and its website states that “its mission is to assist companies in their branding efforts through retail merchandising campaigns.” The company’s other clients include Maker’s Mark, The Kentucky Bourbon Trail, and the Rolex Three-Day Event, held annually at the Kentucky Horse Park.

Coinciding with the announcement of the agreement, the Breeders’ Cup launched a renovated website for its retail sales on Thursday. The site includes merchandise branded for the 2017 Breeders’ Cup event at Del Mar.