Dan-O’s Seasoning, a fast-growing Louisville-based brand, will serve as the exclusive sponsor for Rich Strike at Saturday's Belmont Stakes.
Rich Strike was the surprise winner of the Kentucky Derby last month, coming in first in spite of 80 to 1 odds.
“I know what it’s like to be the long shot, going up against the big guys and making it anyway,” Dan-O's Founder Dan Oliver said in a news release, noting he ignored naysayers in 2015 and founded the seasoning company with $8,000 in capital. “I couldn’t think of a better partner than Rich Strike and his team. This horse has grit, determination and an unstoppable spirit. He’s shown everyone what a long shot can do when you give them a chance.”
Under the sponsorship deal, Dan-O’s logo will adorn Rich Strike’s blanket and trailer as well as vests worn by trainer Eric Reed and the rest of the training team. Jockey Sonny Leon, also sponsored by Dan-O’s, will sport the logo on his pants. Dan-O's declined to disclose the financial terms of the sponsorship deal but noted it was "certainly more than $8,000."
A relative newcomer to horse racing, Oklahoma-based owner Rick Dawson of Red-TR Racing, took a chance on the horse they affectionately call “Richie,” claiming him in a maiden race last September, the release said. When looking for a sponsor for Rich Strike, Dawson liked the idea of partnering with a brand that understood what it meant to work hard, come from behind and win big.
“Rich Strike and Dan-O’s — it’s a perfect match,” Dawson said. “Neither of us started as the biggest or the best known in our industries, but we both know when we have a good thing and we don’t give up. We’re excited to see Rich Strike don the Dan-O’s logo this weekend and win another one at the 2022 Belmont Stakes.”
Dan-O’s Seasoning is billed as an all-purpose seasoning that can be used on pretty much everything. The company boasts that it is all natural, low in sodium, zero sugar and with no chemicals or fillers. It comes in three flavors: Original, Spicy and Hot Chipotle.
The Dan-O’s brand found success when it took to TikTok to market its products, going viral online at the onset of the Covid-19 pandemic in 2020. The company has seen explosive expansion ever since, landing on shelves in 7,800 stores nationwide — an almost 6,000% increase in retail availability over two years, particularly after signing expanded deals with Walmart and Kroger, as we reported earlier this year. In February, we also reported that former University of Louisville and Buffalo Bills center Eric Wood is joining the brand as an investor.
Rich Strike skipped the Preakness Stakes in late May. The Belmont Stakes take place Belmont Park in Elmont, New York. At last check, Rich Strike's odds in the Bellmont were 9-2.
