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Chrome's Owners To File Trademark

Thursday, 22nd May 2014

Meanwhile, the owners of California Chrome have filed to trademark the horse's name in what appears to be the first step in commercialising what could potentially be the first Triple Crown winner in 36 years, reports espn.go.com. Records with the US Patent and Trademark Office show that Steve Coburn and Perry Martin, and their wives, who make up the horse's ownership entity of Dumb Ass Partners, filed for the trademark last Thursday, just two days before California Chrome's win in the Preakness, the second leg of the Triple Crown. The owners hope to trademark the phrase on athletic apparel including "shirts, pants, jackets, footwear, hats and caps." When California Chrome lines up in the Belmont Stakes on 7 June, he will be the 13th horse to go for the Triple Crown since Affirmed swept all three legs in 1978. Over the next couple of weeks, California Chrome's owners could set up contingency licensing deals that would allow companies to immediately start selling Triple Crown gear should he win. However, such a strategy carries obvious risks. After I'll Have Another's Triple Crown bid was halted when the horse was scratched the day before the Belmont in 2012, thousands of shirts at the racetrack bearing the horse's name became worthless.

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