When American Pharaoh won the triple crown all eyes where fixated on the jockey and saddle blanket. These colors are traditionally vibrant and done so for the reason of identification at far distances. But owners have found a way to monopolize on this fixation, they yes advertise. Although you do pay for the spots on the jockey and horse you can never be sure your sponsoring a winner. So when it comes to potentially making history the owner can often cash in on companies hoping to be apart of history.
Ben Sturner is president of Leverage Agency and handled the branding deal. He was quoted as saying,”We’re taking advertising to a different level. Being part of history is something money cannot buy.” Oh but it can as Adweek reported that In 2014, Espinoza charged utility nonprofit Common Ground Alliance $89,000 for wearing that marketer’s logo on his pants as he rode California Chrome. (Adweek,June, 2015) So when Ben Sturner says ”Being part of history is something money cannot buy” I simply remind that it too often makes it.
so what exactly are Allard’s brand and Monster Energy getting:
Zayat and his son, American Pharoah co-owner Justin Zayat, wore Wheels Up and Monster Energy baseball caps while they were interviewed for cable business news programs on channels like CNBC.
Zayat—who will no doubt be shown on the visual media countless times before, during and after the race—will wear a Wheels Up baseball cap and in the winner’s circle.
Down the pant legs of the jockey will be the Wheels up logo
A Monster Energy blanket appeared on the horse during his walk up to the starting gate.
“Monster girls”—young women wearing branded clothing—also appeared during the walk-up.
The drink’s logo appeared on Espinoza’s shirt collar