Silk Stalkings: Will Sponsors Buy Into Ads On Jockeys?

The CA Horse Racing Board (CHRB) "voted unanimously to allow advertising on jockey attire, owner silks and track saddle cloths," according to Maryjean Wall of the LEXINGTON HERALD-LEADER, who noted the rule is "expected to go in effect some time this year." While such advertising is permitted in the U.K., no state has permitted ads on jockeys' white pants and black boots until now. Wall: "If the concept becomes popular, jockeys in California could wind up looking like NASCAR drivers, covered in advertising head-to-toe." Horse owners supply the jockey silks, while jockeys own their own riding pants and boots, and CA Jockey Guild attorney Barry Broad said that advertisers "will be free to make deals with individual jockeys or owners or put together package deals." The rule change "also provides that saddle cloths provided by racetracks now can be turned into billboards" (LEXINGTON HERALD-LEADER, 7/21). BLOODHORSE.com's Eric Mitchell reported the CHRB amendment "specifies the size and placement of all logos, labels and product endorsements, which cannot include tobacco products, weapons, pornography, or any product considered detrimental to the best interest in horse racing." Advertising "would require stewards review and approval before a horse is entered in a race" (BLOODHORSE.com, 7/20).