- June 6, 2015
- Posted by: wcolvard
- Category: Branding, Marketing
It has been quite some time since a horse race had caused so much chatter, buzz, and excitement all across the nation. This weekend, old and new fans alike will be eagerly anticipating and wondering if American Pharoah will win the Triple Crown.
…But it’s not just fans. Madison Avenue and fellow marketers are watching closely as well:
Why American Pharoah May Be the Most Brand-Friendly Horse Ever | Adweek
If American Pharoah wins the Triple Crown, sponsors will reap a publicity jackpot. Photo: Getty Images
The last time a horse won the Triple Crown—1978, when Affirmed did it—the sports marketing world was a very different place.
In those days, the height of sophistication in sports-centric advertising was watching Yankees owner George Steinbrenner and manager Billy Martin argue about whether Miller Lite was less-filling or tasted great.
In the decades since, omnichannel ad deals, inescapable brand logos, product placements and social media plugs have become the norm, and all are likely to be on tap if American Pharoah wins the Belmont Stakes tomorrow, which would give the two-year-old thoroughbred the elusive-but-coveted Triple Crown distinction
Yesterday, it was revealed that private jet service Wheels Up and beverages brand Monster Energy had inked exclusive deals with American Pharoah’s team: Egyptian-American owner Ahmed Zayat; Hall of Fame trainer Bob Baffert; and legendary jockey Victory Espinoza.
“Our brand is less than two years old,” Bill Allard, co-founder of Wheels Up, told Adweek. “This was an opportunity for us to seed [our brand] and enabled us to preempt anyone else that was looking to do the same.”
The Triple Crown has become all business.
If American Pharoah wins, it may be marketing gold that sponsors cash in on well beyond the appearances during NBC’s broadcast. The video clips will undoubtedly be played and shared on Facebook, Twitter and YouTube millions of times.
“Thirty-seven years ago, there wasn’t social media,” Allard said. “You can imagine what [a win] will be like on a global basis. It’s an opportunity of lifetime for us.”
The last time a horse won the Triple Crown1978, when Affirmed did it the sports marketing world was a very different place. In those days, the height of sophistication in sports-centric advertising was watching Yankees owner George Steinbrenner and manager Billy Martin argue about whether Miller Lite was less-filling or tasted great. Via adweek.com