Claiborne Signs Will Levis for War of Will Endorsement

Sports Management Company Athlete's Advantage announced April 6 a newly formed Name, Image, and Likeness endorsement agreement between the star quarterback of the University of Kentucky football team, Will Levis, and the syndicate that owns the stallion War of Will  , standing at Claiborne Farm near Paris, Ky.

Will Levis, a Madison, Conn., native, is the starting quarterback and captain of the University of Kentucky football team. Last year Levis threw for over 2,820 yards and is attributed with 24 touchdowns. In his first season in Lexington, Levis earned the reputation as a hard-nosed athlete and leader, both on and off the field, with unequaled tenacity, that helped earn the University of Kentucky Football team their second win in the VRBO Citrus Bowl this past year.

War of Will was a grade 1 winner on both the turf and dirt, with earnings exceeding $1.8 million. With his victory in the 2019 Preakness Stakes (G1), War of Will became the first American classic winner sired by the internationally renowned stallion War Front  , who also stands at Claiborne Farm. War of Will is standing the 2022 breeding season for an advertised fee of $25,000, and his first foals are being born this spring.

Claiborne Farm, which serves as the syndicate manager for War of Will, has been a leader in the Thoroughbred business for over a century. The historic operation has been home to some of the most influential horses to ever grace the turf and dirt, including Bold Ruler , Forego , Personal Ensign , Ruffian , Seabiscuit , Swale, and who many consider the greatest racehorse of all time, Secretariat .

So this is pretty cool. @claibornefarm @nil_athlete pic.twitter.com/ftRXjoPmiy

— Will Levis (@will_levis) April 6, 2022

The deal consists of a multimedia advertising campaign that will center on the athleticism of both football players and Thoroughbred horses.

This partnership will represent the first N.I.L. deal for any collegiate student-athlete with a Thoroughbred stallion syndicate to promote the selling of breeding seasons. In the United States alone, the Thoroughbred industry has a multi-billion-dollar impact on the economy, with the vast majority of the breeding operations located in Central Kentucky, which is also the home of the University of Kentucky.

"We are thrilled to be the first farm to partner with a Division 1 athlete in this newly created N.I.L. space," said Walker Hancock, president of Claiborne Farm, in detailing the synergy of the partnership. "Having a star quarterback help promote one of our young and promising stallions is a new way of advertising that we think provides a perfect synergy of our brands. Will's athleticism and performance displayed on the football field mirrors what we saw with War of Will on the racetrack and the reason he is such an exciting stallion prospect."

Representatives of Athlete's Advantage are extremely excited about the prospects of this partnership.

"This is a very important and substantial deal that establishes the first endorsement agreement between a collegiate student-athlete and one of the signature industries of the Commonwealth, the breeding of Thoroughbred horses," said Athlete's Advantage president Ryan Miller. "We believe that Will Levis and War of Will will be considered pioneers in the N.I.L. space, blazing a trail for all those following behind them. We are grateful that Walker and his team at Claiborne had the foresight to see the value in partnering with Will Levis and are confident that all parties involved will see a tremendous positive impact from doing so."