NEWS
Adding and subtracting
Posted: Saturday, August 04, 2001
California rule allowing ads on silks may spur some business ties but diminish beauty of the sport
Just think of the possibilities.
Now that racing in America is journeying further into the endless land of unabated advertising that Madison Avenue hath wrought, imagine what we can look forward to-at least in California, which on July 19 became the first state to approve a rule allowing advertising on the racetrack.
Advertising on silks. Ads on jockey attire. Ads on saddlecloths.
What will be next? Ads painted or branded on horses?
While progressive evolution is needed in all phases of life, it's difficult to adjust to the idea of Thoroughbreds running around like NASCAR automobiles, a blur of commercial logos, conflicting neon colors, and catchy commercial phrases.
Admittedly, there could be some obvious and beneficial associations featuring horses, owners, and jockeys and major corporations that either have not participated in the sport previously or do not do so on a significant scale.
Last year's two-year-old filly champion, Caressing, for instance, could become a poster girl for Unilever's soap Caress. Each time she runs, Unilever could plaster ads for the soap on the silks of her owner, Carl Pollard, new chairman of Churchill Downs. Maybe the British-based Unilever could even go into the equine shampoo business. A whole new line of products could be born.
Any of the cleverly named progeny of Phone Trick and a host of his sons, like Caller I. D., could be apt vehicles for telephone service providers. If the California rule had existed in 1993, a cellular business could have produced a marketing blitz with the success of champion Phone Chatter. Sprint and its pitchwoman Sela Ward could be capitalizing right now with speedy Caller One, and there is a painfully obvious potential connection with the Breeders' Cup Sprint (G1).
We won't dare to suggest that some kinds of restaurants, nightclubs, or purveyors of personal products might want to have ads associated with horses that could still avoid the rule's stipulations against pornography, tobacco, and weapons. The ill-fated world record holder Isitingood or current runner Peony's Envy or graded stakes winner Bodacious Tatas spring immediately to mind.
On a higher plane, upscale businesses such as Tiffany's could have quickly connected with 1997 dual classic winner Silver Charm, or with champion Tiffany Lass in the 1980s. And horses with names invoking the high-tech world, such as Dixie Dot Com, could lure Internet service providers such as America Online and a tech giant like Dell, whose executive corps includes owner-breeder Ro Parra.
Jockey Gary Stevens, who endorses chondroitin supplements, could opt to splash ads on his pants right over his arthritic knees. Youbet.com consultant Chris McCarron would not have to wait until after races to don his ubiquitous promotional garb.
Owners such as beer distributor Bob Lewis could promote corporate goals simultaneously with their racing programs: "Budweiser is the Commendable way to celebrate winning." Lewis, however, is one of the few in racing to question the rule before agreements are made on divvying up proceeds. He has said he does not want to clutter up his green-and-gold silks with commercials.
Of course, some savvy owners already are way ahead in the game. The silks of Arizona automobile dealer Hal Earnhardt, who bred and campaigned Grade 1 winner Indian Charlie, proclaim "No Bull," his trademark business slogan.
Once the California rule goes into effect in about two months and participants begin reaping profit from advertising, it seems clear the movement will spread.
What will it all mean to the centuries-old sport of racing as it struggles to keep pace in these times when the average American is hit with more than 3,000 ads of all kinds every day?
There could be moments of serendipity when commercials blend with immortal performances and further ingrain them in the public imagination. Owners may find themselves with additional funds to cover training bills.
More often, however, the rich will get richer, and some of the pure and simple beauty of racing-which is, after all, one of its most compelling marketing assets-will be lost.
Michele MacDonald is executive news editor of Thoroughbred Times.
