Promoting Sport From Within–American Pharoah’s Connections Have Exceeded Expectations

by Dean Towers

On Saturday June 6th, a strapping colt raced across the finish line in the Belmont Stakes with ridiculous ease to become the 12th Triple Crown Champion. The sport rejoiced as we would expect it to, however, so did just about everyone else. American Pharoah did what the general public thought was impossible and it was embraced, on front pages of Sunday papers, with Google searches, on Twitter and other social media outlets.

How did American Pharoah feel about his accomplishment? Was he proud? Was he worried when Frosted popped out and made a run? Was he ever nervous?

Mark Lazarus, the Chairman of NBC Sports, caused quite a stir a couple of weeks ago. He wants pro hockey players to shave off their playoff beards. This did not go over well, because, well, the playoff beard is like the Fenway Park Green Monster, or the Yankees pinstripes. What could he be thinking?

“I know it’s a tradition and superstition, but I think (the beards do) hurt recognition. They have a great opportunity with more endorsements. Or simply more recognition with fans saying, ‘That guy looks like the kid next door,’ which many of these guys do. I think that would be a nice thing.” Lazarus told the Chicago Tribune.

I think he’s absolutely right. Professional hockey players rarely get into trouble, are pretty savvy with the media, and are great representatives for the sport of hockey. Fans, potential fans, or young kids who fill the pipeline as players, need to be able to relate to players, and when they’re under helmets and behind a bushy beard it makes things more difficult. Growing a sport can come from hard dollars (advertising), TV time, or events, but the carburetor in that engine is the player himself.

This weekend the U.S. Open takes place at Chambers Bay, just outside Seattle, and pro golf, just like hockey and other sports is pushing their stars. And the stars are cooperating by being an engine of their own. 
Jordan Spieth, the 21-year-old Texan who recently won the Masters, is well-schooled in building his brand, how to act on the golf course and how to carry himself. Inside the business some are calling him the ‘Golden Child’ and he’s a marketers dream. Across the pond (and in America for that matter) World number one Rory McIlroy is not much different. Everyone likes him, and his appeal across the globe is second to none for the sport. A month ago, Rickie Fowler, another American, won the Players Championship in swashbuckling style. He has endorsements popping left and right out of his golf bag, and with his presence on social media, his clothes and straight-billed caps, he has become a favorite with fans, both young and old. If you’ve ever seen a five-year-old boy behind the ropes dressed like Rickie (and getting a handshake from Rickie himself when he sees him), you know what I am talking about. 

Recently there was a feature about the three, young, exciting players, comparing them to the “Big Three” of the 1960’s–Arnold Palmer, Jack Nicklaus and Gary Player. And I don’t think that’s far off. These young men are embracing what they can do for their careers, yes, but it’s clearly more than that. The game of golf needs them, and these stars have gone out of their way to please fans and the media. Arnold, Jack and Gary did that 50 years ago and propelled a little-known sport into the nation’s consciousness, and the same thing could be happening today. 

How did American Pharoah feel about his accomplishment? Was he proud? Was he ever nervous? Was there any point during the three races he felt he would not be able to handle the pressure?

While pro sports need bright-eyed and non-bearded hockey players to answer questions, or three good faces for a sport of golf to do the same, horses can’t talk. We’ll never know how they feel or what they went through. For that we need the horse’s human connections, and sometimes that’s a problem.

Trainers can be finicky when it comes to access to a horse, because we all know how finicky a Thoroughbred can be. They never want to say the wrong thing either – for example, if they say something about a little malady it can get blown out of proportion (especially by the animal rights activists) – so perhaps it’s better to say nothing at all. In general, we see a lot of stock answers to questions about a horse that’s covered in protective bubble wrap.

“How’s the colt doing?”

“Worked good. Cleaned up the feed tub. Didn’t leave an oat. Good.”

“Can we see him today?”

“He’s over there, behind that rope. Might get him out for a bath later.”

I don’t blame this exchange on the trainer, but really. Ugh. 

You’d think, with a Triple Crown winner, the bubble wrap would be infinitesimally tighter, the access more and more restricted, the quotes shorter and shorter. Not this horse. Not with these people.

I don’t know how one person in the sport of horse racing who could not be unimpressed, or ungrateful towards what Bob Baffert, the Zayats and rider Victor Espinoza have done since the Belmont. It’s been a whirlwind of interviews, talk shows, and post parades, and I don’t know how many people would take this challenge up like they have.

American Pharoah is a 1,200 pound horse so he can’t answer every media request, he can’t hop a plane to be somewhere today and somewhere else tomorrow. The owners, trainer and jockey can, and they’ve answered the bell. I think it’s been fantastic. 

When I contacted Bob’s wife Jill to ask how it’s been going lately, she relayed how most of the scheduling and requests have taken place, and, frankly, I was exhausted just reading it. 

One of her statements summed it up: “It’s been non-stop around here.” 

I can only imagine.

Madison Avenue and TV executives often use the (overused) term “moved the needle.” I don’t know if American Pharoah is moving the needle for the sport of horse racing; I have no idea if in today’s Twitter world if a horse can do that. I don’t know if he’s Jordan Spieth or Rickie Fowler. What I do know is that whatever happens, his human connections, by being so open, so willing – by bending over backwards for fans and the media when they do not have to – have given it their best shot. If this fine horse does move that needle, they’re the reason why and I, for one, tip my cap to them.

Dean is a Director of a Toronto-based marketing firm, and is a board member of the Horseplayers Association of North America.