"Efforts to recruit the best horses in the world to run in Europe and the Far East are set to intensify this week when two of the highest-profile racing bodies embark on an annual drive to entice the equine stars to race for prestige and big money in foreign countries."

"It will be staged at Ascot on 15 Oct 2011, with a six-race card that officials hope can be built into an extravaganza to rival the Breeders' Cup and Arc day." It's about "branding," of course. Also includes British Champion Series, a familiar sounding faux scheme for "newcomers."