"Wicked: For Good" Now Collaborating at a Horse Show Event Near You

LOS ANGELES, CALIFORNIA—Today, the second installment of the Wicked movie franchise, Wicked: For Good, will finally arrive in theaters around the globe. In the months leading up to its release, the film has earned a reputation for its extensive budget and seemingly endless brand collaborations, including everything from “Defying Gravity”-singing toothbrushes, to deodorant, color-changing mac n’ cheese, cereal, dishwasher detergent, and more.

This month, however, the movie’s promotional team is moving their efforts into the wide and—they hope—lucrative world of sports marketing. Top on their list? Horse show venues, where they’re finding a receptive audience among pressed-for-cash show runners from coast to coast who are scrambling to cash-in on Wicked: For Good’s bronze-, silver-, and gold-level marketing packages.

“We see a lot of synergy and opportunity in the American equestrian community and we look forward to bringing the color, music, and insatiable joy of Wicked: For Good to a horse show event near you,” said Chad Keyes, a spokesman for the movie’s chief public relations officer.

“Elphaba rides a broom, you all ride horses. I think we can all see the cross-over potential there, and man, it is seismic!”

In addition to illuminated Wicked: For Good-sponsored scoreboards—surrounded by hundreds of pink and green lights that flash, with strobel effect, during night classes—the film’s marketing team will outfit each participating venue with a plethora of ringside signs and banners, as well as branded saddle pads, coolers, and other prizes for class and tri-color winners.

“With Wicked: For Good’s nearly bottomless advertorial budget, we’re really thinking beyond traditional horse show sponsorship packages to what could be—and a rising tide lifts all boats,” Keyes said.

“Our goal is to ensure that no part of your horse show experience is left untouched by Wicked: For Good: We’re going to greet you at the check-in booth with a merch bag. We’re going to brand the stabling tents in green and pink stripes. Every back number and rosette you walk out of the ring with is going to have a ‘brought to you by Wicked: For Good’ on it—and our team is continuing to think outside of the box.

“We’re planning a dueling, sweet-and-spicy VIP menu inspired by the movie’s main characters, Glinda and Elphaba. And of course, ‘hers and hers’ signature cocktail recipes at the horse show bar after your class,” Keyes said.

“Depending on how your round went, you can either have the bartender shake you up a light and frothy Glinda strawberry champagne cocktail (hurray!), or a slightly more melancholy and intense Elphaba Absinthe Sazerac (dust yourself off—there’s always tomorrow!).”

Keyes notes that the film’s elite, platinum sponsorship package includes a $75,000 Wicked: For Good-themed accumulator class, with participants required to jump in costumes inspired by the movie’s characters. Meanwhile, the course will include Land of Oz-themed jumps, including a yellow-brick-road wall, poppy-covered planks and jump standards, and of course, a towering, Wizard ‘Joker’ fence worth an additional 20 points.

“It’s basically this massive, green, Wizard face coming out of this giant 5’6” jump—it’s so dope!” said Keyes, who dismisses recently publicized concerns from a panel of course designers and FEI stewards who say the jump’s potentially terrifying appearance may have long-term, negative effects on horses who enter the class.

“I’m sure they’ll all be fine,” Keyes said, “or they won’t! But as they say in my business, the show must go on.”

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