Monster Energy Inks Seven-Figure Deal With Triple Crown Hopeful American Pharoah

Triple Crown contender American Pharoah "has corralled a huge sponsorship deal with Monster Energy," according to Richard Morgan of the N.Y. POST. Leverage Agency Founder & CEO Ben Sturner, whose company is representing American Pharoah, called the deal "the biggest in the history of horse racing." He added that it is a "seven-figure-plus deal." Monster "already supports many athletes, particularly those in extreme sports." Altough it has not sponsored a horse before, Monster VP/Sports Marketing Mitch Covington said that the company "considers American Pharoah not only an athlete but also 'a superstar in the making.'" Covington added that the sponsorship "satisfies Monster’s marketing objective of disrupting tradition." Yet he acknowledged that some traditions "will remain, including the use of Monster’s logo on the horse’s barn, the jockey’s ascot and the fly sheet, or horse’s blanket" (N.Y. POST, 6/3).