American Pharoah owners racing to capitalize on champ’s name (The Associated Press)

American Pharoah’s owners and thoroughbred racing now have a new race to run: A race to capitalize on the horse’s Triple Crown victory before the excitement fades away. As the first winner of the sport’s Triple Crown in 37 years, American Pharoah has a wealth of marketing opportunities that could never have been imagined by owners of the last winner, Affirmed, in 1978. At the same time, horse racing has declined into a niche pastime that is facing an aging demographic, a shrinking number of race tracks, and competition from new ways of betting on sports.