The NASCARization Of Horse Racing?


I heard that the owners of Triple Crown Winner American Pharoah had sold exclusive sponsorship rights to Monster Energy and private jet service Wheels Up prior to the Belmont Stakes  I watched much of the coverage leading up to and following the race to see how it would work.  Frankly as far as television exposure went Wheels Up should have saved their money.  Even watching on the big screen, I couldn’t read the words on jockey Victor EspinoSafariScreenSnapz019za’s pants.  Millions of You Tube replays… and nothing to show for it.  Monster Energy fared a little better.  Att least you see the logo on co-owner Justin Zayat’s hat.

Ben Sturner president of the sports marketing firm Leverage that handled the arrangements said,”We’re taking advertising to a different level.  Being part of history is something money cannot buy.”  If you ask me, money didn’t buy much in the way of noticeable exposure either.

UntitledBut where one goes others are sure to follow.  With a few rule changes it isn’t hard to imagine more logos painted on the sides of thoroughbreds in big races.
On the bright side, there may be an excellent opportunity for Wheels Up to capitalize on their investment should they be bold enough to jump on it.  According to Forbes, the company has been granted rights to use American Pharaoh’s name and likeness in advertising.  I’m thinking a new logo.
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Yeah or neigh?

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About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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