Tuesday, June 3, 2014

Shoe company inks a sponsorship deal with California Chrome

File:California Chrome Preakness finish.jpg

There are a lot of people hoping to see California Chrome become the first horse to win the Triple Crown since Affirmed in 1978. And the shoe company Skechers is banking on the Kentucky Derby and Preakness winner to close the Triple Crown deal at the Belmont too.

According to Darren Rovell of ESPN.com, the owners of California Chrome have inked a deal with Skechers to make the brand the horse's official shoe sponsor. The sponsorship deal will include cosmetic touches such as branding on the colt's handlers, "fly sheet" blanket, and on the feet of all members of the ownership team should California Chrome make it to the winner's circle on Saturday.

Skechers CEO Robert Greenberg says the company is aiming to reach its target market of older Americans with the sponsorship agreement.

“Nike is religion for a lot of kids, so it’s a tough market to crack through,” Greenberg told Rovell. “We’re going after an older audience. We’re spending a couple bucks to roll the dice and if this horse wins it all, we’ll be a part of it.” 

Financial terms of the agreement were not disclosed. However, Rovell reports that the figure will break all previous records for corporate horse sponsorship, including the deal UPS struck with Big Brown's group to advertise on the Triple Crown hopeful in 2008.

Via Bleacher Report

No comments:

Post a Comment