American Pharoah emphatically won the Belmont Stakes on Saturday, becoming the first triple crown winner since Affirmed in 1978. It was a remarkable achievement, since Pharoah did what 13 horses before it had failed to do: win the Belmont after winning the Kentucky Derby as well as the Preakness. Sports Illustrated’s iconic cover photo captured the historic win perfectly. And because of a shrewd partnership, one of Boston’s leading sports startups will be immortalized as well.

DraftKings, the increasingly dominant daily fantasy startup, secured yet another major partnership by getting the rights to advertise in prominent places at the Belmont Stakes, will forever be seen in the background of SI’s photo. DraftKings is also seen in the foreground on a rail advertisement. Basically, they hit a home run with the promotion, considering also that the race was run in the backyard of their New York-based rival, FanDuel.

DraftKings co-founder and CRO Matt Kalish was ecstatic about the result, telling BostInno:

The incredible national and international exposure we have enjoyed from our Belmont Stakes partnership has exceeded our expectations. We will be forever a part of American Pharaoh’s historic Triple Crown win at Belmont Park and I am sure that our brand will continue to see the benefits from this association for years to come.

While the exact benefit of being in the photo is hard to quantify, it’s undoubtedly another victory for the Boston startup.

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