The run for the money

Cowboy hat By Jim Hightower - Tue., 6/1/04

Time for another report from the Wide, Wide, Wide, WILD World of Sports. This year's thoroughbred horse-racing season was a thriller! I'm not talking about strong-hearted Smarty Jones' run at being the first horse to win the Triple Crown in 26 years. No, I'm talking about the thrilling breakthrough made by jockeys this Triple Crown year. A group of them filed and won a federal lawsuit allowing them to advance the cause of horse-racing by—prepare to be thrilled—wearing corporate advertising on their racing pants! .

Is this a great country, or what? .

The stars of NASCAR and the PGA can plaster their outfits with ads, so why not jockeys? It's a First Amendment issue, they told the court. Besides, corporate ads could pay them $30,000 apiece. .

The good news? Not all standards of tastefulness have been trampled by this ruling. For one, jockey pants at the Derby cannot promote gambling, which strikes me as a bit odd, since gambling is to horse-racing as bread is to butter. Also, a jockey's corporate ad cannot conflict with the track's own sponsors—no Chevy logos, for example, at Ford's Derby (again, a bit odd, since the case was said to be about free speech). Finally, the ads cannot be "inappropriate," which is a bit vague, but I guess this rules out promos for glue or horsehide furniture



Filed Under: Corporate greed