American Pharoah's Triple Crown win Saturday "made him even more valuable at stud" than his $4M in race winnings due to an incentive clause in Owner Ahmed Zayat's deal "to sell the horse's stallion rights to Coolmore Farms," according to Darren Rovell of ESPN.com. The agreement, "struck last month, valued the horse" at more than $20M. Zayat cited confidentiality of the terms, only saying the horse's victory made the deal "substantially more." Rovell noted if American Pharoah's stud fee "skyrockets in the future, Zayat is protected, as he still owns" at least 25% of the breeding rights. Zayat Stables last month "moved to protect" the horse's IP rights "by filing for six trademarks, including 'American Pharoah Triple Crown' and 'American Pharoah Champion Racehorse.'" Triple Crown clauses in the horse's sponsorship deals, with Monster Energy and private aviation company Wheels Up, are "believed to be worth" nearly $1M. Leverage Agency, which "negotiated the marketing deals for the horse, already has set up an exclusive autograph deal for jockey Victor Espinoza with Steiner Sports." Leverage Founder & CEO Ben Sturner said that the company also "did a licensing deal with Fanatics" (ESPN.com, 6/6). In N.Y., Richard Sandomir reports Steiner Sports' website is advertising the "Triple Crown Collection," which includes signed and framed pictures of Espinoza. Steiner Sports Founder & CEO Brandon Steiner said that some of the pictures "will come with a disk of dirt from the Belmont Park track." He said that he "planned to collect two buckets' worth" of dirt today. In addition to Espinoza, Steiner said he has a deal with Bob Baffert, American Pharoah's trainer, but he has "not added the horse" to his client list. Steiner: "I know this sounds crazy, but I'd like to find a place big enough so that we can have the horse there so people can meet him and take pictures" (N.Y. TIMES, 6/8).
KINGS & PHAROAHS: SI.com's Tim Layden noted Baffert "made a deal to allow a man in a Burger King costume to stand in his box during the race." Baffert after the Preakness said that he "had been offered $150,000 to let the Burger King man near him for that race" (
SI.com, 6/6). Baffert's wife, Jill, said that Burger King "paid $200,000 for the placement, and the money would be directed to causes like post-career assistance for jockeys and racehorses" (
TIME.com, 6/8). In Louisville, Jonathan Lintner noted this sponsorship was "much less noted" than the Monster Energy deal. The Burger King mascot "didn't make it on TV" during the Preakness because of "rain and sudden duck for cover." The mascot on Saturday "snugged up closer to Baffert as the race neared, standing shoulder to shoulder with the Hall of Famer at post time" (
Louisville COURIER-JOURNAL, 6/8). ESPN's Rovell noted the Burger King mascot watched the race with Baffert because “this is the new way of doing things." Rovell: "Some people say, ‘Oh, it destroys it,’ but this is sports business right now in 2015." He noted the mascot also walked to the ring with Floyd Mayweather Jr. before his fight last month against Manny Pacquiao. ESPN's Matt Barrie said he "never thought the Burger King would be a memorable moment from a Triple Crown we waited so long for” (
“SportsCenter,” ESPN, 6/7).
AMERICAN-MADE: The Louisville COURIER-JOURNAL noted local merchandiser All Pro Championships prior to the Preakness entered a deal with Zayat Stables "to produce the official line of American Pharoah ballcaps and t-shirts," and that "went on to include Triple Crown merchandise." The merch "was available in Louisville on Sunday at Churchill Downs, the Kentucky Derby Museum and select Kroger stores" (Louisville COURIER-JOURNAL, 6/8).
