Breeders’ Cup Launches New Best-In-Class Website

July 28, 2022

New site, developed alongside Infront X and Contentstack, is focused on delivering seamless, modern experience for racing fans

LEXINGTON, Ky.― Breeders’ Cup has launched a new and improved website at, furthering the organization’s position as an industry leader in digital technology. With a full visual redesign, new horse contender avatars, multicast livestream player, seamless ticketing experience, intuitive site architecture, enhanced content serving capabilities, and a streamlined mobile experience, the new site demonstrates Breeders’ Cup’s deep commitment to the fan experience.

Breeders’ Cup, in collaboration with Infront X, the award-winning end-to-end digital solutions provider in sports, and enterprise content experience platform Contentstack, have utilized a new foundation of forward-thinking core technology to greatly enhance the site’s user experience, enabling racing enthusiasts, ticket buyers, and bettors to feel and learn more about the world-class experience of attending the Breeders’ Cup World Championships.

“Breeders’ Cup continuously strives to give our fans the best-in-class experience they deserve, both in-person and online, and our new and enhanced website allows us to do just that,” said Drew Fleming, President and CEO of Breeders’ Cup. “We are grateful for Infront X and Contentstack’s expertise in helping us showcase our sport to the world, and we look forward to identifying additional ways to work together to innovate, grow, and reach new and veteran racing fans..”

Joel Speier, Infront X Executive Chairman added, “Infront X is proud to work with organizations like Breeders’ Cup who continually push to bring unparalleled user experiences to their fans. The teamwork achieved with Breeders’ Cup, Contentstack and our Infront X staff is what makes a launch like this successful, and we are excited to use this scalable, intuitive website as a foundation for innovation in the future.”

“Improving a digital experience is not just about rearranging assets on a page to reflect preferences,” said Conor Egan, Vice-President of product and engineering at Contentstack. “It also involves giving greater control to the content creators, with standardized processes so there are fewer dependencies – resulting in better content, quicker. This defines a modern digital experience that gives the customer what they want.”

The new site architecture was conceived to fulfill the needs of both experienced racing fans and novice fans who are coming to the site to learn more about elite Thoroughbred horse racing and the Breeders’ Cup World Championships. Users will now discover a fresh look that showcases the luxury experience of attending the Breeders’ Cup in person and passionately celebrates the beauty and excitement of the Sport of Kings.

Visitors to the website can now seamlessly track Breeders’ Cup contenders through online avatars and learn more about each equine athlete, including their home country and team information (jockey, trainer, owner and breeder), as well as their latest results, stats and news. Fans will also be able to explore a robust Past Results section that provides detailed information, including results, payouts, video replays, and photos, for every race in the 38-year history of the Breeders’ Cup.

Powered by Contentstack’s headless CMS, Infront X was able to build a modular and scalable site architecture that, unlike traditional CMS solutions, provides Breeders’ Cup content managers with a more flexible variety of components and tools to autonomously create a bespoke experience.

The website redesign also greatly enhances user experience when it comes to buying tickets, planning a trip to the Breeders’ Cup, wagering information, learning about Breeders’ Cup’s commitment to safety and integrity, and much more. Members of the media are also encouraged to explore the new Media Center for the latest news and resources.

For the third year in a row, Breeders’ Cup is also bringing back a multicast viewing experience unlike any other for the 2022 Breeders’ Cup World Championships, which will be available on the revamped site. Fans will be able to simultaneously livestream up to four multicast feeds during the 2022 World Championships. Viewers will be able to select from contender cams, jockey cams, winner’s circle virtual reality, and the Breeders’ Cup Players’ Show to make sure they are tuned into every second of action over the two-day, 14-race event.

The 39th running of the Breeders’ Cup World Championships will be held on Nov. 4 and 5, 2022 at Keeneland Race Course in Lexington, Ky. and will be televised live by NBC Sports. Limited tickets are still available at

Breeders’ Cup Press Release

Photo: Flightline’s profile on the new Breeders’ Cup website

@PastTheWire Great read brought back some sad memories.The only race she lost killed her. Legacy. @jonathanstettin

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