Whether or not California Chrome crosses the finish line as the first Triple Crown winner since 1978 (3-5 odds in Vegas), the Common Ground Alliance will be Saturday’s big victor. Is started with a $30,000 sponsorship of the colt in the Kentucky Derby to promote Call 811, a campaign to inform consumers to call this federally mandated number before digging to avoid underground utilities.  When California Chrome and his jockey, Victor Espinoza, won, the team offered the sponsorship of the Preakness for $50,000 or the Preakness and the Belmont Stakes for $100,000. Being a non-profit with a non-profit budget, CGA had to turn to it’s members, who successfully raised $89,000. With that money, and I assume some negotiations, CGA was able to secure that their Call 811 message would continue to be displayed on Espinoza’s silks.

Much to the chagrin of Maserati, who was waiting to jump on the Preakness and Belmont sponsorships if CGA passed, California Chrome won the Preakness. Hype around the possibility of a Triple Crown winner has garnered tons of social buzz, much of which is associated with Call 811. In addition to the increases in call volume and searches, the Kentucky Derby and the Preakness garnered a combined 25MM viewers. And, with an anticipated 20MM viewers this Sunday on NBC, the TV exposure alone is worth the $119,000 spent on sponsorship.

Nice job to the CGA team for having the foresight to participate in this race (apparently they have a racing fan in their ranks) and for the ability to come up with a budget where one didn’t exist. This is sponsorship marketing done right, and the payoff has been well worth it.