Monster Energy to Sponsor American Pharoah

Monster Energy has entered into a sponsorship arrangement with Zayat Stables' American Pharoah as the Pioneerof the Nile   colt seeks to become the first Triple Crown winner since Affirmed in 1978 in the June 6 Belmont Stakes presented by DraftKings (gr. I).

The deal was first reported by ESPN.com earlier Belmont week. The two parties issued an official release June 4.

As part of the sponsorship, Monster Energy branding will be included on trainer and owner team jackets, caps, and apparel as well as American Pharoah's horse blanket, gear, barn, and various promotional events. 

"I'm happy to welcome American Pharaoh to the Monster Energy family of elite athletes," said Mitch Covington, vice president of sports marketing for Monster Energy. "This is a huge opportunity to be a part of a great American event and sponsor one of the greatest athletic achievements of our time. Like our loyal customers, Monster is not afraid to try new things and maybe show up where you don't expect us to.

"American Pharaoh is going down in history if he pulls this off and Monster Energy is going with him. We also think he is going to love the beautiful Monster girls hanging out with him this weekend. I hope it gives him the added confidence he needs to win this thing."

"We are blessed to have such supportive and passionate racing fans around the world," Ahmed Zayat, chief executive officer of Zayat Stables and owner of American Pharoah, said in the release. "Leading into Belmont, our team is excited to partner with Monster Energy, an electrifying brand that perfectly captures the spirit, enthusiasm, and promise of American Pharoah's journey to Triple Crown contention."

The deal was managed by New York City-based Leverage Agency, the exclusive sales and marketing agency for American Pharoah. In 2014 Leverage managed the sponsorships for Triple Crown contender California Chrome, which included major deals with SKECHERS and Breathe Right.  

"Monster Energy is an irreverent, fun brand that might not be the expected sponsor for a typical Triple Crown contender, but American Pharoah is not a typical horse," said Ben Sturner, CEO of Leverage Agency. "The energy and excitement that American Pharoah has generated matches perfectly with the Monster Energy brand.

"We will have a lot of fun with this partnership. Expect the unexpected on Saturday, and look out for a few surprises."

On June 5 Wheels Up, a private aviation company, said it  also has an American Pharoah sponsorship negotiated by Leverage Agency. As part of the sponsorship, Wheels Up branding will appear as the sole logo on the pant legs of jockey Victor Espinoza, and Wheels Up will have a presence at other events surrounding the Triple Crown bid.

Wheels Up said it is a membership-based private aviation company that "significantly reduces the upfront cost to fly private while providing unparalleled flexibility, service, and safety."

"We are excited to add American Pharoah and Jockey Victor Espinoza to our growing list of Wheels Up ambassadors, Wheels Up founder and CEO Kenny Dichter said in a release. "They are in great company with other member ambassadors including Rickie Fowler, J.J. Watt, Kirk Herbstreit, and Erin Andrews."