It’s not everyday that a horse gets a major endorsement deal, but California Chrome is getting it done. The horse and its owner signed a major endorsement deal with the Skechers shoe brand. According to espn.com the branding will be on everything related to the horse:
Shoe brand Skechers will be featured on everything from the apparel of the horse’s handlers to the horse’s blanket, or fly sheet, to the barn leading up to the Belmont Stakes on June 7. The deal also requires team members to wear Skechers branding in the winner’s circle should the horse win and allows Skechers to use California Chrome in marketing materials for a month after the race. Terms were not disclosed, but a source with knowledge of the deal said it’s the largest deal in horse racing since UPS paid IAEH Stables to advertise on Triple Crown hopeful Big Brown in 2008.
Again, sports is big business and this deal emphasizes the importance sports plays in marketing and attracting a focused audience. More and more companies are seeing and understanding the impact of sports marketing:
“We’re a marketing company that just happens to be in the footwear business,” said Robert Greenberg, the chief executive for Skechers, which headquartered in California. “We’re spending a couple bucks to the roll the dice and if this horse wins it all, we’ll be part of it.”
This isn’t the only deal for California Chrome. The marketing firm for the horse, the Leverage Agency expects two more deals by the end of this week.
How awesome! I love when sports and business comes together, and if California Chrome wins the Triple Crown with the Belmont Stakes, his stock will rise even higher.
Your Jersey Girlfriend,