After a winning partnership with jockey Victor Espinoza in 2014 and 2015, which resulted in two Kentucky Derby victories, Dig Safely New York is proud to announce that jockey Junior Alvarado has teamed up to promote the lifesaving safety message at the running of the 142nd Kentucky Derby presented by Yum! Brands on May 7, 2016. Junior is excited to join the Call 811 team and to do his part to help promote the 811 safe digging message to the millions watching, and over 100,000 in attendance during the fastest two minutes in sports.
Junior will promote the Call 811 message by wearing “Call 811” on his jockey pants, as well as an 811 decal on his jockey boots during the running of the 142nd Kentucky Derby presented by Yum! Brands on May 7, 2016. Call 811 is seeking its 3rd consecutive sponsorship victory in 2016.
Last year, Dig Safely New York also joined forces with other state’s one-call centers and industry stakeholders to sponsor professional horse jockey Victor Espinoza. On Saturday, May 2, 2015, Victor raced aboard American Pharoah in the 141st running of the Kentucky Derby and won. Wearing the 811 message on his boots and his saddle, Victor reached an estimated 16.4 million viewers on NBC, making this the most watched Kentucky Derby since 1992. The 811 logo appeared prominently for a total of 3 minutes and 16 seconds during the NBC broadcast. NBC sold 30-second ads for $500,000, which means the exposure earned for 811 would have cost $3.27 million dollars if purchased as advertising time. The big TV audience took note of the 811 message, as indicated by data for Call811.com on Derby Day. Overall visits to the 811 campaign website were up 53 percent compared to Derby Saturday in 2014, when the 811/Victor Espinoza partnership debuted. About 59 percent of the Derby Day 2015 visits occurred via mobile devices, and 64 percent of traffic came from search engines, possibly indicating that viewers took note of 811 and searched for information about the number on their smartphones as they watched the race.