See some synergy in the company story and the story of his horse — upset the Kentucky Derby presented by Woodford Reserve (G1) Rich Strike —Owner Rick Dawson has reached a sponsorship deal with “Dan-O’s Seasoning.”
Dawson, who runs RED TR-Racing, said the money will be pledged to racing charities and the Permanently Disabled Jockeys Foundation.
“Sponsorship is not a monetization tool for me at all,” says Dawson. “It’s just about sharing the Rich Strike story with America.”
Dawson said he, track runner Sonny Leon and coach Eric Reed have been amazed by the love for Rich Strike since his win on the first Saturday in May.
“We received handwritten letters from all over the country as well as Canada and even Italy,” added Dawson. “They all loved the story. They loved Eric and Sonny and they raved about how humble the group was. And then the story itself.”
With just one victory in a maiden race to claim his credit as Rich Strike entered the starting gate of Derby, son of Keen Ice found himself in 17th and fell back 17 times on the first call, but he regrouped under Leon to win at 80-1 – second highest odds for the winner in the race’s 148-year history.
On June 7, Rich Strike galloped at Belmont Park as Dawson and Reed watched. The Derby winner skipped the Preakness Stakes (G1) to get some rest and prepare for the June 11 start of Belmont Stakes presented by NYRA Bets (G1).
After returning to the barn and showering from Tuesday morning’s workout, Rich Strike was covered in a blanket with the “Dan-O’s Seasoning” logo and print on it. Dawson likes that the story of Dan-O founder, Dan Oliver, is also a bit far-fetched in Kentucky. The company’s website says Oliver’s mother left him some chicken to prepare, and he and a friend began experimenting with different spices – an approach that would lead to the current product. Oliver often appears in person at events like flea markets and social media to promote the spice.
“They’re a local group in Louisville,” Dawson said. “If you read something about their story, that’s pretty interesting. Dan Oliver started that company basically in his basement and he’s grown it into a pretty successful company. .
“So Dan-O’s story is a bit like ours. I’m not interested in doing the whole commercial; it’s not our angle at all. But it seems to be an ending. good match, so we connected with them. And so far, so good.”
After spending Tuesday morning on the bench, Reed and Dawson attended the Belmont Stakes draw at the clubhouse, where Rich Strike drew Post 4 and were set morning odds at 7-2. He is the third choice after winner Peter Pan Stakes (G3) We who , installed at 2-1; and Wood Memorial Stock presented by Casino World Casino Winner (G2) Mo Donegal listed at 5-2.
Rich Strike was the first Derby for Dawson, Reed and Leon; now he is the initiator of their first Belmont Stakes. Reed has competed at Belmont (1-2-4 in 34 starts), while Leon and Dawson will race at Big Sandy for the first time. Belmont Park quickly made an impression on Dawson.
“It’s huge. It reminds me of a NASCAR track, it’s so big,” Dawson said. “One tip I got was ‘Hey Rick, get some binoculars if you want to see your horse on the backseat, because it’s over there.’ So watching him gallop this morning, I agree.”
