Monster Energy Drinks to sponsor American Pharoah and connections

American Pharoah will be sponsored by Monster Energy Drinks for his attempt to win the Triple Crown in Saturday’s Belmont Stakes at Belmont Park in New York, the parties to the deal announced on Friday.

Under the deal, Monster’s logo will be featured on apparel worn by American Pharoah and his connections, including owner Ahmed Zayat and trainer Bob Baffert. The horse has been made the 3-5 morning-line favorite to win the Belmont off his earlier wins in the Kentucky Derby and Preakness Stakes.

The company that secured the deal, the Leverage Agency, reached a similar deal last year with Skechers Footwear and the owners of California Chrome just prior to the horse’s attempt to win the Triple Crown. In 2008, Triple Crown aspirant Big Brown was sponsored by UPS, the shipping company.

While sponsorship deals with individual horses are extremely rare, a horse going for the Triple Crown is guaranteed to draw enormous attention. Last year, the overnight rating for the Belmont Stakes was a 12.9, a rating that exceeds most major sporting events, and the Saturday broadcast on NBC is expected to focus most of its attention on American Pharoah.

Leverage has also negotiated a deal with Wheels Up, an aviation company, to have its logo appear on the pants leg of American Pharoah’s jockey, Victor Espinoza, the companies announced.