Engagement and traffic are both up for the air charter company Wheels Up, thanks mainly to its sponsorship of American Pharoah and its brand ambassador, Serena Williams.
Twitter's engagement was up 835 percent compared with that of the previous week with 698 retweets over the weekend, and the company has ranked No. 1 on Instagram in the private aviation space category.
On Tuesday, Kenny Dichter, the CEO and co-founder of Wheels Up, said that the American Pharoah deal was sealed within six hours on Thursday. He received a call from the agency responsible for Triple Crown marketing at 6 in the morning, and by noon the legal paperwork and deals were completed.
"When the risk/reward is right, you push the purple chips up," said Dichter in an interview with CNBC's "Squawk Box."
Wheels Up's name was printed on jockey Victor Espinoza's pants legs. "The leg is in my view the most powerful piece of inventory on the horse," said Dichter. "And by the way, we had both legs just in case the cameras did a reverse deal and the lower back."