Kentucky's Jackson Moore, Kenneth Horsey star in NIL deal with VisitLEX
Ahead of Kentucky and Louisville renewing their rivalry on Saturday afternoon, VisitLEX — the convention and visitors bureau of Lexington, Kentucky — is tapping into the name, image and likeness space.
The new marketing campaign is only something that could have been thought up in Lexington, which is nicknamed the Horse Capital of the World. VistLEX has inked endorsement deals with Kentucky kicker Jackson Moore and offensive lineman Kenneth Horsey.
Their last names make for the perfect slogan for the visitors bureau — “Moore Horsey.” Produced by the Lexington ad agency Cornett, the campaign launched on Wednesday across social media platforms.
The content features Moore and Horsey in full uniform, hanging out with Thoroughbreds at Wimbledon Farm. The farm is one of about 450 such horse farms in the area famed for its stunning bluegrass landscape and fence-lined pastures, according to a release.
“We love our Cats in the Horse Capital of the World,” VisitLEX vice president of marketing Leslie Miller said in a statement. “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.”
Regular tours of working horse farms along with notable locations like Keeneland Race Course and the Kentucky Horse Park are bookable through VisitLEX.
At the core of the NIL campaign, however, is tapping into Lexington’s roots. The ad features the players in their Kentucky uniforms, only adding authenticity. Incorporating the horses is a smart move, playing up the Bluegrass State’s equine history
The Instagram post plays up the campaign’s slogan: “There’s no place moore bourbony, moore bluegrassy, or moore horsey than Lexington, Kentucky—the Horse Capital of the World.”
A true freshman, Moore is a North Carolina native. Horsey is a sixth-year player who missed part of the season with an injury; he entered the year with 37 career games with 33 starting assignments.
What to know about Kentucky, Louisville matchup
Saturday marks the 25th Governor’s Cup matchup between Kentucky and Louisville. They clinched their spot in the ACC Championship game with a 38-31 victory against Miami last weekend. Kentucky has struggled at times this year, entering Saturday’s matchup with a 6-5 record and coming off a 17-14 loss at South Carolina.
Louisville opened as a 6.5-point favorite according to FanDuel. The line has since moved to 7.5 with the over/under now at 50.5 points. Kentucky running back Ray Davis emerged as a star earlier this season and enters the rivalry game with 990 rushing yards and 12 touchdowns. He also has five receiving touchdowns, too. The Vanderbilt transfer has averaged just 52.25 yards a game on the ground the last four outings.
The Wildcats could play the upset role on Saturday when they visit L&N Federal Credit Union Stadium. Louisville already has its spot in the ACC title game but is trying to build its College Football Playoff resume. A win this weekend paired with a victory over Florida State in the conference championship could make a strong resume. Kentucky can end those CFP hopes this weekend.
Kickoff is slated Saturday for 12 p.m. ET on ABC.