Jockeys are to use their backsides as advertising space, after they sold the seat of their pants to logistics company Stobart, whose name will feature on riders’ bottoms from early next month. In return, their contributions to a fund insuring against career-ending injuries will be matched by the advertiser.
The advertising will début at Doncaster on 2nd April, with about 200 jockeys taking part and it will feature in both flat and jump racing for the next two years.
I bet they can't wait for the ladies' races- far more advertising space...
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