Could this intriguing tale of two Wills be promotional success story for racing?

Sports Management Company Athlete's Advantage has announced a newly formed Name, Image and Likeness endorsement agreement between the star quarterback of the University of Kentucky football team, Will Levis, and the syndicate that owns the stallion War Of Will, standing at Claiborne Farm near Paris, Kentucky.

Levis is the starting quarterback and captain of the University of Kentucky football team. Last year he threw for more than 2,820 yards and is attributed with 24 touchdowns. In his first season in Lexington, he helped earn the University of Kentucky football team their second win in the VRBO Citrus Bowl.

War Of Will was a Grade 1 winner on both turf and dirt, with earnings exceeding $1.8 million. With his victory in the 2019 Preakness Stakes, he became the first American Classic winner sired by the internationally renowned stallion War Front, who also stands at Claiborne Farm.

War Of Will is standing the 2022 breeding season for an advertised fee of $25,000, and his first foals are being born this spring.

Claiborne Farm, which serves as the syndicate manager for War Of Will, has been home to some of the most influential horses to ever grace the turf and dirt, including Bold Ruler, Forego, Personal Ensign, Ruffian, Seabiscuit, Swale and Secretariat, who many consider the greatest racehorse of all time.

The deal consists of a multimedia advertising campaign that will centre on the athleticism of football players and thoroughbred horses.

This partnership will represent the first N.I.L. deal for any collegiate student-athlete with a thoroughbred stallion syndicate to promote the selling of breeding seasons. In the US alone, the thoroughbred industry has a multi-billion-dollar impact on the economy, with the vast majority of the breeding operations located in central Kentucky, which is also the home of the University of Kentucky.

"We are thrilled to be the first farm to partner with a division one athlete in this newly created N.I.L. space," said Walker Hancock, president of Claiborne Farm, in detailing the synergy of the partnership.

"Having a star quarterback help promote one of our young and promising stallions is a new way of advertising that we think provides a perfect synergy of our brands. Will's athleticism and performance displayed on the football field mirrors what we saw with War Of Will on the racetrack and the reason he is such an exciting stallion prospect."

Athlete's Advantage president Ryan Miller said: "This is a very important and substantial deal that establishes the first endorsement agreement between a collegiate student-athlete and one of the signature industries of the Commonwealth, the breeding of thoroughbred horses.

"We believe that Will Levis and War Of Will will be considered pioneers in the N.I.L. space, blazing a trail for all those following behind them. We are grateful that Walker and his team at Claiborne had the foresight to see the value in partnering with Will Levis and are confident that all parties involved will see a tremendous positive impact from doing so."

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