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Kentucky Duo's NIL Deal Promotes Lexington as “Horse Capital of the World”

Wildcats Jackson Moore and Kenneth Horsey partner with VisitLEX ahead of rivalry game

Michael Ehrlich

Kentucky Duo's NIL Deal Promotes Lexington as “Horse Capital of the World”
Kentucky Duo's NIL Deal Promotes Lexington as “Horse Capital of the World” /
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Ahead of their in-state rivalry game this weekend against No. 9 Louisville, Kentucky football duo Jackson Moore and Kenneth Horsey have partnered with VisitLEX to promote Lexington as the “Horse Capital of the World.”

Per AdAge, the "Moore Horsey" concept was created by Cornett - an independent, female-owned, full-service ad agency in Lexington - and continues the trend of tongue-in-cheek NIL partnerships that play off of athletes' unique names.

The kicker Moore and offensive lineman Horsey are featured in marketing creative standing next to thoroughbred horses at Lexington's Wimbledon Farm.

“We love our Cats in the Horse Capital of the World,” VisitLEX VP of Marketing Leslie Miller shared, “and part of our mission at VisitLEX is building local pride in all the things that make Lexington such a special place for residents and visitors alike. So this was a golden opportunity to rally Big Blue Nation ahead of a big game while also shining a spotlight on one of Lexington’s most unique attractions — our gorgeous horse farms.”

We've seen similar campaigns - using a group of athletes' names to promote regional brands - like the Iowa Pork Producers signing Iowa State football players Myles Purchase, Tyler Moore, Tommy Hamann and Caleb Bacon earlier this season.

Kentucky faces a tough task on Saturday against a Louisville team that at 10-1, is already confirmed for the ACC Championship Game on December 2 versus undefeated Florida State.

The 6-5 Wildcats are coming off of a 17-14 defeat last weekend at the hands of South Carolina.

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Michael Ehrlich
MICHAEL EHRLICH

Michael Ehrlich is a seasoned sports marketing executive with experience across the global sports brand, athlete representation, media and education sides of the business. The Founder and CEO of Playbook Marketing, Ehrlich consults with brands on all things NIL and athlete partnerships, advises student-athletes on their personal brand building endeavors and is an adjunct professor at his alma mater, the University of Southern California where he teaches a course on athlete communications and marketing. As a writer, his previous bylines include Boardroom, Business of College Sports, DIME Magazine and UPROXX, among others. You can follow him across social media at @MichaelEhrlich and reach out via michael@playbook-marketing.com

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