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Bulgari Makes Time For Breeders' Cup

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High-end jewelry and accessories company Bulgari has signed a deal to become the exclusive timepiece partner of the Breeders' Cup World Championships. The 25th anniversary Breeders' Cup, Oct. 24-25 at Santa Anita Park, Arcadia, Calif., will feature the world's top thoroughbred horses.

Bulgari, based in Rome, joins Breeders' Cup marketing partners including Emirates Air, Grey Goose, UPS, Dos Equis, John Deere and insurance firm AIG, which is renewing and expanding its alliance with the event. Financial terms for the Bulgari and AIG deals were not disclosed.

ABC and ESPN will divide coverage of the two-day, 14-race event. Big Brown, which lost the Belmont Stakes earlier this year after winning the first two legs of the Triple Crown, is expected to be among the high-profile entries.

Among other activations, Bulgari will have on-track signage, print in event programs, will create a Breeders' Cup watch to be presented to reps of the 14 winning horses and will host an event at its Rodeo Drive location during Championship Week leading up to the Breeders' Cup. The company will also support fundraising efforts for Breeders' Cup equine charities and other foundations.

AIG will sponsor the "Ride of the Day" and the AIG Bill Shoemaker Award, presented to the jockey with the best performance over the two days. The company also will run ads during Breeders' Cup telecasts.