Corporate sponsorship is sure bet at thoroughbred racetracks; Moet Champagne Stakes is big winner.

NEW YORK--(BUSINESS WIRE)--Sept. 27, 1995--And they're off! Majestic animals, thundering hooves, maybe even a photo finish -- it is a thrill like none other to cheer your horse down the stretch while spending a day at the races.

During its heyday in the 60s and 70s, horse racing was the best attended spectator sport in America. To reach a younger, more affluent audience, racetracks have attracted the interest of a variety of upscale marketers, like Moet & Chandon, Delta Airlines and Visa U.S.A., who realize that the same innovative programs being implemented at the track to reach new consumers also provide excellent vehicles for corporate sponsorships.

Major marketers are establishing on-going marketing relationships with racing associations. Visa, for example, recently signed up as sponsor of The Triple Crown Challenge.

Another company leading the way is Moet & Chandon Champagne. Last year, the premium champagne maker began sponsoring the $500,000 Moet Champagne Stakes by working with the New York Racing Association (NYRA), which owns and operates the major thoroughbred tracks in New York state. In addition to its sponsorship of one of America's most prestigious races, the company celebrates the winner of the seventh race every race day be presenting a magnum of Moet.

"Our relationship with NYRA gives us the perfect opportunity to associate Moet with outstanding achievement because there are nine celebrations every day. Also, we're reaching an ideal target audience -- namely young professionals with a disposable income, whose thirst for the good life includes their love of champagne," explains Ted Farthing, Marketing Brand Manager at Schieffelin & Somerset.

The Moet Champagne Stakes is run at Belmont Park on Breeders Cup Preview Day. It is one of the most important races for two-year-old horses in the country, and is considered an early predictor of who will be favored for the next year's Kentucky Derby. Races like the Moet Champagne Stakes, which is broadcast nationally by the NBC-TV network, are receiving extensive television coverage, which promoters believe is a key factor to keeping interest in horse racing.

According to Steven Crist, vice president of Communications and Development at NYRA, "It's the perfect television sport. There's nothing more exciting than a line of muscled horses rounding the final turn and galloping down the stretch. In the past, we've been remiss about seeking television coverage, but that is changing. The increasing presence of major corporate sponsors and the affluent customers they attract are helping to make horse racing more of a television event."

Corporate entertaining is another major part of these event sponsorships. At Belmont Park, companies like Moet and Delta host race-day parties for their top customers. No box-lunch picnics, these affairs are held in elegant tents on the lush grounds of Belmont with lavish buffets, gorgeous table settings and large screen TVs to watch the racing action. Some even offer private wagering booths. These corporate parties are an effective means for companies to generate goodwill among important contacts.

Racing associations also are working to increase attendance by creating "big day" events and by offering additional activities and entertainment throughout the day. The so-called "Super Saturdays" at Belmont Park which features three large stakes races are one example of how better packaging can draw more consumers to the track.

The winning combination of publicity, corporate entertaining and consumer relations make horse racing sponsorship an excellent business decision for companies. These corporate sponsors, in turn, add value to racetrack events which helps increase attendance and generate television exposure, creating a positive spiral which is helping to bring about a resurgence in the sport of kings.

CONTACT: Dunwoodie Communications Inc.

Jamie Norton or Leslee Borger, 212/686-5300