Kentucky Derby Jockeys Enter Lucrative World of Sport Sponsorships and Endorsements

Moorman, Anita M.; Sharp, Linda A.
September 2004
Sport Marketing Quarterly;2004, Vol. 13 Issue 3, p167
Academic Journal
The article presents information about Kentucky Derby Jockeys. Unlike most other professional sports, thoroughbred horse racing is subject to tremendous state regulation and control in the states with a horse racing industry. Kentucky, like other horse racing states, has expressly designated horse racing as an important and vital industry to the state, and vested a horse racing commission with broad authority and responsibility to regulate, control, and maintain the industry. The Kentucky Racing Commission's rules that prohibit jockeys from wearing advertising first came under scrutiny soon after the 129th Kentucky Derby in 2003 when several jockeys were fined $500 for wearing a small patch bearing the logo of the Jockeys' Guild. The Jockeys' Guild is an organization that promotes awareness of issues affecting working conditions for jockeys and disabled jockeys. Those jockeys who were fined sued to challenge the imposition of the fine, and that case is still pending in Kentucky state court. Another group of jockeys were denied permission to wear commercial endorsement patches during the 2003 Spring Meet at Keeneland Racetrack in Lexington, Kentucky.


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