Kentucky kicker Jackson Moore and offensive lineman Kenneth Horsey struck quite the NIL deal in their college town of Lexington, Kentucky.

VisitLEX chose Moore and Horsey for local promotion of the community as “Horse Capital of the World.” The slogan with “Moore Horsey” came about for Lexington because of the promotional campaign on social media platforms.

“There’s no place moore bourbony, moore bluegrassy, or moore horsey than Lexington, Kentucky—the Horse Capital of the World,” VisitLEX proclaims.

The campaign arrives right before Kentucky’s in-state rivalry matchup with Louisville for the Governor’s Cup on Saturday.

“We love our Cats in the Horse Capital of the World,” VisitLEX VP of Marketing Leslie Miller said in a press release, “and 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.”