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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 3-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 Victor Espinoza.
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