The next was an appearance in the grandstands at the 2015 Belmont Stakes, with the character standing behind Bob Baffert, the horse trainer of American Pharoah.

In 1973, the Burger King met Cap'n Crunch, which launched various promotional collaborations between the two's respective brands.

The Burger King Kingdom advertising campaign was discontinued by the late 1980s in favor of the BK Kids Club Gang ads.

[6] Burger King chief financial officer Josh Kobza explained that the reason behind the removal of the "creepy" character was because he "scare[d] away women and children" from the chain.

[8] The character returned when Burger King paid $1 million to have him included in Floyd Mayweather Jr.'s entourage for his May 2015 fight with Manny Pacquiao.

Horse trainer Bob Baffert was paid $200,000 to allow the King to stand behind him in the grandstands during the televised broadcast of the 2015 Belmont Stakes, where American Pharoah won the Triple Crown.

The King was also on hand with Baffert when at the 2018 Belmont Stakes, he became the second trainer to win two Triple Crowns with Justify.

[17] According to Mobliss, the goal of the first game is to become the King's protégé by facing challenges and progressing in the virtual world of a Burger King-themed city.

[18] The games could be purchased and downloaded using an SMS shortcode, and were available on all major US carriers that Mobliss had direct publishing agreements with: Sprint Nextel, AT&T Mobility, Verizon Wireless, Alltel, and T-Mobile.