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SPONSORSHIP RECAP

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2019


All eyes were on Keeneland during Fall Stars Weekend, Keeneland’s richest three days of racing featuring 10 graded stakes and $3.95 million in purses. The inaugural running of the Grade 1 First Lady (G1) Presented by UK HealthCare 1-mile turf race added to the excitement of opening weekend. As part of the Breeders’ Cup Win & You’re In program, the determined winner Uni (GB), went on to win the $2 million Breeders’ Cup Filly & Mare Turf in November, continuing to build upon the prestige of the Grade 1 First Lady.


Keeneland Fall Meet program ad Branded Groom’s Bibs


FIRST LADY (G1) PRESENTED BY UK HEALTHCARE We’d like to take the opportunity to thank you for UK HealthCare’s generous support of the 2019 Fall Meet. As part of the multi-faceted partnership, this race sponsorship offered tremendous exposure for UK HealthCare in the community, highlighted by the following: • The inaugural running of the First Lady (G1) Presented by UK HealthCare • Accommodation for 60 guests hosted in the Saddling Paddock Chalet on race day • On-site exposure to over 26,567 attendees on Saturday, October 5th We hope you enjoy the enclosed overview of the sponsorship efforts surrounding UK HealthCare’s race sponsorship.

Inaugural Running

Saddling Paddock Chalet


KEENELAND FALL MEET The 2019 edition of the Keeneland Fall Race Meet embodied Keeneland’s mission to enhance racing and to benefit the horse industry and the Central Kentucky community over the course of a successful 16-day meet. The fall meet’s success is represented by:

262,630

TOTAL ATTENDANCE

$160,207,916

ALL-SOURCE HANDLE ON KEENELAND

60–70%

15,449 Average Daily Attendance 22,401 Average Saturday Attendance 73%

Attend College and/or has a Bachelor Degree or Higher

$17,320,852 Total On-Track Handle $1,018,873 35-45%

Average Daily On-track Handle

are Local to Lexington MSA

OF KEENELAND RACING FANS ARE LOCAL TO KENTUCKY

$100,000+ Average Income

$5.675 million

17 Number of Graded Stakes Races

IN STAKES PURSES

39 Average Age

$769,301 Average Daily Purse

Mosaic Lifestyle Segments 2–3 X NATIONAL AVERAGE “Power Elite, Flourishing Families and Booming with Confidence”


Saddling Paddock Chalet

Keeneland Fall Meet program ad


RACE-DAY HOSPITALITY The 2019 edition of the First Lady (G1) Presented by UK HealthCare delivered customized hospitality and accommodations over the course of the race day to enhance the experiences for your guests, including: • Custom Branding: UK HealthCare entertained guests in a customized space in the Saddling Paddock Chalet that was outfitted with corporate branding throughout the race day. • Saddling Paddock Chalet: This new space offered elevated dining steps away from the track, as well as allowing your guests to enjoy the race day from a unique vantage point typically reserved for owners and trainers. • Trophy Presentation and Director’s Room: Dr. Mark Newman presented Uni (GB) connections with a trophy for winning the First Lady (G1) Presented by UK HealthCare and celebrated the win following the race in Keeneland’s exclusive Director’s Room with UK HealthCare guests as well as President Bill Thomason and winning connections. Keeneland is looking forward to entertaining your guests in the Lexington/Kentucky dining room during our 2020 spring race meeting, offering a different race day experience for your guests through your sponsorship.

Custom Hospitality in the Saddling Paddock Chalet

Trophy Presentation


Custom UK HealthCare jacket

UK HealthCare Branded Tree Box

Road Banners

UK HealthCare Saddle Towels

UK HealthCare Toteboard Graphics

Race Sponsors Board


ON-SITE PROMOTION To kick off the excitement of the inaugural running of the First Lady (G1) Presented by UK HealthCare, Keeneland leveraged on-site opportunities to promote UK HealthCare’s sponsorship of the prestigious First Lady (G1) and capitalize on the captive audience of racing fans present for the Fall race meet. • On-Site Banners: The UK HealthCare corporate logo welcomed guests as they drove on Keeneland Drive during the First Lady’s race day, providing unique brand exposure. • Track Exposure: UK HealthCare branding was displayed throughout the race day in promotion of the First Lady (G1) on track with the custom race saddle towels, pony riders and gate crew jackets and the trophy presentation table cloth. Corporate and race logos were displayed on a rotational basis throughout the fall race meet on the in-field tote board, 1,100 TVs, and digital signs located throughout the Keeneland grounds. This unique marketing opportunity displayed both corporate and race branding to catch the attention of attendees present for the Fall Meet. • Paddock Exposure: The central area in the Keeneland Paddock was branded with UK HealthCare during the First Lady (G1). Racing fans were exposed to UK HealthCare corporate branding on the tree boxes and Paddock Chalet signs, as well as your race logo featured on the valet’s jackets and grooms’ race caps and bibs. • Year-Round Exposure: UK HealthCare was added to the prestigious Race Sponsors board located between the Paddock and the track to recognize our partnership.


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Welcome to our new corporate sponsor, UK HealthCare. The $400,000 First Lady Presented by UK HealthCare (G1) will be run Oct. 5. UK and Keeneland are longstanding partners with a relationship that began in 1940. Earlier this year, Keeneland gave $1.3 million to create an endowed Chair for Equine Veterinary Science at UK’s Gluck Equine Research Center.

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BROADCAST Keeneland’s exclusive broadcast partnerships offered premier exposure for the First Lady (G1) Presented by UK Healthcare during the race day on national outlets. • TVG on-air coverage: Keeneland was pleased to organize on-air coverage of the First Lady (G1) Presented by UK HealthCare to 44+ million viewers on race day as well as promote race entry closings in a :30 second commercial that aired 166 times leading up to the Fall Meet. • Keeneland Broadcast: The Keeneland broadcast team ran UK HealthCare’s corporate and race branding in promotion of First Lady (G1) sponsorship on Keeneland’s closed circuit facility and simulcast broadcasts, reaching over 1,100 national outlets on race day.

TVG Live Interview


Corporate and Race Branding Graphics aired by Keeneland Broadcast

Live Interview with TVG


UK Healthcare on Keeneland.com


EARNED MEDIA Keeneland deployed a robust press and digital marketing campaign to promote your sponsorship through the following vehicles: • Press release: Keeneland announced UK HealthCare’s sponsorship of the First Lady (G1) in the Keeneland Fall Meet with a press release that generated press throughout industry media outlets as well as inclusion in “Barn Notes,” Keeneland’s horsemen specific communications. • Targeted email: Keeneland deployed two targeted emails to promote the First Lady Presented by UK HealthCare to our international database of 47,061 fans leading into the Race Meet. • Keeneland.com: First Lady Presented by UK HealthCare was featured on Keeneland.com, which reaches over 3.06 million visitors across our racing interface. The website includes exposure on the racing and stakes schedule, horsemen information, calendar of events, news and “Our Sponsors” sections. • Social media promotion: Keeneland deployed significant social media promotion through our robust channels which reached an audience of more than 415,000 followers. • Race Day App: First Lady (G1) Presented by UK HealthCare was featured within the Keeneland Race Day app downloaded by 189,479 racing fans.


HISTORY OF THE FIRST LADY (G1)

The prestigious Grade 1 First Lady is a 1-mile turf race with a $400,000 purse. As part of the Breeders’ Cup Win & You’re In program, the winner of this race will receive a coveted spot in the starting gate for the $2 million Breeders’ Cup Filly & Mare Turf. UK HealthCare began their sponsorship of the race in Fall of 2019.

2019 First Lady (G1) Presented by UK HealthCare At-A-Glance Inaugural Running: Saturday, October 5th, 1 mile (turf), 3-year-olds and up 2019 Winning Connections: Horse: Uni (GB), Trainer: Chad C. Brown, Jockey: Joel Rosario

Previous Winners of the First Lady (G1) Horse

Trainer

Jockey

2018 A Raving Beauty (GER) Chad C. Brown

John R. Velazquez

2017 Zipessa

Michael Stidham

Joe Bravo

2016 Photo Call (IRE)

Todd A. Pletcher

Kent J. Desormeaux

2015 Tepin

Mark E. Casse

Julian R. Leparoux Uni (GB), 2019 First Lady (G1) Winner


On behalf of the entire Keeneland team, it was a pleasure to work with the UK HealthCare team on a fantastic race sponsorship this Fall. We wish you a wonderful New Year and look forward to what promises to be another outstanding year for our partnership in 2020.


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UK HealthCare Keeneland Sponsorship Recap  

UK HealthCare Keeneland Sponsorship Recap  

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