Dan-O's Seasoning Sponsors Derby Winner Rich Strike

Seeing some synergy in the company's story and the story of his horse—upset Kentucky Derby Presented by Woodford Reserve (G1) winner Rich Strike —owner Rick Dawson reached a sponsorship agreement with "Dan-O's Seasoning."

Dawson, who races as RED TR-Racing, said money from the sponsorship will be committed to racing charities and the Permanently Disabled Jockeys Fund.

"The sponsorship is not a money maker at all for me," Dawson said. "It's more about just sharing the Rich Strike story with America."

Dawson said he, jockey Sonny Leon, and trainer Eric Reed have been amazed by the outpouring of affection for Rich Strike since his win on the first Saturday of May.

"We have received handwritten letters from all over the country as well as Canada and even Italy," Dawson added. "They've all just loved the story. They love Eric and Sonny and they're just very complimentary about how humble the group was. And then the story itself as well."

With only a victory in a maiden-claiming race to his credit as Rich Strike entered the Derby starting gate, the son of Keen Ice   found himself in 17th place and 17 lengths back at the first call, but he rallied under Leon to win at odds of 80-1—the second-highest odds for a 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 have some time off and is preparing for a start in the June 11 Belmont Stakes Presented by NYRA Bets (G1).

After returning to the stable and receiving a bath after his morning exercise Tuesday, Rich Strike was covered in a blanket featuring "Dan-O's Seasoning" print and logo. Dawson likes that the story of Dan-O's founder, Dan Oliver, is a bit of a Kentucky longshot as well. The company's website said Oliver's mother left him some chicken to prepare and he and a friend started experimenting with different spices—an approach that would lead to the current product. Oliver used live appearances at events such as flea markets and social media to promote the seasoning.

"They're a local group there in Louisville," Dawson said. "If you read something about their story, it'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 little bit like ours. I wasn't interested in doing a whole bunch of advertising; that wasn't our angle at all. But it seemed to be a good match, so we hooked up with them and so far, so good."

After spending Tuesday morning on the backstretch, Reed and Dawson attended the Belmont Stakes draw in the clubhouse, where Rich Strike drew Post 4 and was assigned morning-line odds of 7-2. He's the third choice behind Peter Pan Stakes (G3) winner We the People , installed at 2-1; and Wood Memorial Stakes Presented by Resorts World Casino (G2) victor Mo Donegal , listed at 5-2.

Rich Strike was the first Derby starter for Dawson, Reed, and Leon; now he's their first Belmont Stakes starter. Reed has competed at Belmont (a 1-2-4 record from 34 starts), while Leon and Dawson will be racing at Big Sandy for the first time. Belmont Park quickly made an impression with Dawson.

"It's massive. It reminds me of a NASCAR track, it's so big," Dawson said. "One tip I got was 'Hey Rick, grab some binoculars if you want to see your horse on the backstretch, because it's way over there.' So watching him gallop this morning, I agree."