Commentary

Can A Horse Named American Pharoah Become A National Brand Spokesperson?

So unless you have been living under a rock, you know that American Pharoah won the Triple Crown, the first time it’s been awarded since 1978 when Affirmed won. Currently, American Pharoah's owner Ahmed Zayat has sponsorship deals with Monster energy drinks and private airplane brand Wheels Up.

Of American Pharoah's spokesperson potential, Bozell Omaha President Robin Donovan said, “The last time we had a Triple Crown winner, we didn’t have social media" which she thinks will help American Pharoah's spokesperson potential "take off."

But really, a talking horse? Oh wait, they made a TV show about that, Mr. Ed, which ran from 1958 to 1966. It sounds really, really stupid but, apparently, it was a success. Otherwise it wouldn't have lasted 8 years. Then again, what the hell else was on TV in 1960? 

Anyway, the notion of a horse becoming a popular brand "spokesperson" (no, I'm sure brands won't make American Pharoah actually talk in ads), is a bit of a stretch. Then again, who thought tiny elves would sell us cookies or a Jolly Green Giant would sell us frozen vegetables? Stranger things have happened. 

Horse racing, of course, is nowhere near as popular as other sporting events and the spokespeople who emerge from those sports. Add that to the fact that horse racing is a bit of a stuffy, old person's sport limiting American Pharoah's appeal. Then again, American Pharoah was all over social media on race day.

Making a comparison to another sport that isn't up there on the mass popularity scale, Donavan said, “People didn’t care about golf. But everybody knows Tiger Woods.”

Will American Pharoah do for horse racing what Woods did for golf and the brands that associated themselves with him? Donavan seems to think so, adding, “Dogs and cats are selling more than ever. Time for a horse!”

I'm not sold.

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This item has been updated to correct a statement about the last Triple Crown winner.

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