02 Jun Skechers signs Horse – California Chrome
The owners of California Chrome signed their first major sponsorship deal for the horse ahead of his attempt to be the first Triple Crown winner in 36 years.
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.
“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.”