 Three Chimneys was the first thoroughbred breeding farm to advertise on the Internet.It also launched a series of commercials in 2006 to be aired during the Triple Crown races.The first one was a CGI of swimming sperm patterned after the positions in the 2000 Breeders' Cup Mile, won in dramatic fashion by Three Chimneys stallion War Chant, with the message, "To make a champion, begin with the first race."