(espn.go.com)- Financial terms were not disclosed, but the deal, struck between Zayat Stables and the company and negotiated by New York-based Leverage Agency, is believed to be one of the largest single-horse sponsorship deals in history.
The deal will give Monster the right to have its logo on the horse’s prerace cooling blanket and for the company’s Monster girls to surround the horse leading up to the Belmont Stakes. The company also will get its logo on the hats of the Zayats, the family who bred the horse and recently sold his postrace stud rights for more than $20 million. The logo also will be on the collar of jockey Victor Espinoza during the race.
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Mitch Covington, vice president of sports marketing for Monster, said he couldn’t pass up the opportunity to attach his brand to a great athlete.
The deal fits the sponsorship profile of the brand, which Covington says is based on spur-of-the-moment spontaneity.
Leverage Agency CEO Ben Sturner, whose company also negotiated the Skechers deal with California Chrome ahead of the horse’s Triple Crown bid last year, said Monster might not be the typical sponsor in the sport, but “the energy and excitement that American Pharoah has generated around the world syncs perfectly with the brand.”
Sturner said other associate sponsorships will be sold in the coming days, including the logo on Espinoza’s pants and boots and the logo on the Belmont barn that American Pharoah will occupy.
The horse is trying to become the first to win all three legs of the Triple Crown since Affirmed in 1978. In the past 15 years, six horses have won the first two legs and failed to win the Belmont.