Jolly Rancher: Green Giant Sponsoring California Chrome At Breeders' Cup

B&G Foods' Green Giant vegetable brand will sponsor California Chrome in Saturday’s $6M Breeders’ Cup Classic. The deal includes a Jolly Green Giant-branded horse blanket that the Breeders’ Cup favorite will wear around the race at Santa Anita Park this weekend. Jolly Green Giant logos will be on the pants of jockey Victor Espinoza, while California Chrome owner Perry Martin will wear a Jolly Green Giant cap for additional TV exposure. There also will be signage in and around California Chrome’s stable. The Leverage Agency, N.Y., did the deal for B&G. The arrangement grew of a negotiation for brand integrations on ABC’s “Jimmy Kimmel Live.” Leverage earlier negotiated sponsorships for Monster Energy and private aviation firm Wheels Up, when American Pharaoh won the Triple Crown at the Belmont Stakes last year.