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Monster Energy drink will sponsor American Pharoah’s Belmont Stakes run

By Jonathan Bass

May 16, 2015; Baltimore, MD, USA; Victor Espinoza aboard American Pharoah wins the 140th Preakness Stakes at Pimlico Race Course. Mandatory Credit: Peter Casey-USA TODAY Sports
May 16, 2015; Baltimore, MD, USA; Victor Espinoza aboard American Pharoah wins the 140th Preakness Stakes at Pimlico Race Course. Mandatory Credit: Peter Casey-USA TODAY Sports /
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Triple Crown hopeful American Pharoah has landed a Monster of a sponsorship deal for the Belmont Stakes.

Expect to see plenty of product placement for Monster Energy during Sunday’s coverage of the Belmont Stakes. ESPN is reporting that owners of Triple Crown hopeful American Pharoah and the energy drink have agreed to a single-race sponsorship, a deal that sports business reporter Darren Rovell claims is thought to be the one of the largest ever (terms have not been released).

"“We have a horse that’s a unique talent that is going for the Triple Crown, and we’re pleased to be associated with a beverage brand like Monster,” said American Pharoah owner Ahmed Zayat, whose riches came from selling his own beverage company to Heineken in 2002. “We hope the drink gives our horse that extra kick.”"

As part of the sponsorship, American Pharoah’s pre-race blanket will feature the Monster Energy logo, as will hats worn by the Zayat camp. Even more, Pharoah will be flanked by Monster Girls in the lead up to the race.

Energy drinks are more commonly associated with extreme sports – such as Monster’s X Games sponsorships, or the Red Bull Signature Series – rather than the sport of kings, but Monster Energy’s VP of sports marketing believes that this once-off partnership falls right in line with his company’s non-traditional approach to advertising.

"“We don’t do a lot of television ads and we take a very nontraditional approach — we put our logo on good-looking girls, music events and parties.”"

Is sexing up the Belmont a savvy move by the drink brand? Let’s just say it doesn’t hurt. For one, it opens channels of advertisement to millions of potential new customers – older demographics and individuals who’ve never seen anything by Monster outside of a jiffy beverage case. Beyond that, there’s the chance at history.

Unlike last year’s mega-advertising deal between Skechers and California Chrome, this partnership seems to make more sense (seriously: a horse and a tennis shoe brand?). Monster is an energy drink. American Pharoah needs an extra push to win the first Triple Crown since 1978. The energy drink helps its stallion make history. Real-world logical? No. Cerebral marketing? Oh, indeed.

Not only will viewers be bludgeoned with coverage of Pharoah throughout the telecast, but should he win Monster will be forever etched alongside the horse in every picture printed and every slideshow sliding across the Internet. It is, essentially, a calculated gamble of one versus infinity. American Pharoah loses: Monster Energy bought 12 hours of coverage at a lucrative price tag. American Pharoah wins: the returns will never fully be quantified. Not a bad risk for a brand that prides itself on dabbling with extremes.

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