The brand was a primary sponsor of the Washington International Horse Show for several years in the 1990s and from 1995 to 2008 sponsored the Crown Royal American Turf Stakes a Thoroughbred horse race run at Churchill Downs on Kentucky Derby Day. After settling into a regional role serving parts of Kansas Missouri Texas Oklahoma Arkansas Mississippi Tennessee and Alabama the Frisco blossomed into a successful railroad.
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Other Classic American Railroads.

. Timetables 1952 Passenger Trains. A Brief History Of The Frisco. Steam Locomotive Roster.
In 2010 it also began sponsoring the 60 Daytona Prototype car of Michael Shank Racing in the Rolex Sports Car Series.
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