United Parcel Service (UPS) reaped millions of dollars worth of publicity by sponsoring Big Brown in his quest for horse racing’s first Triple Crown in 30 years. The association between the horse and the delivery firm nicknamed Big Brown started with a grateful UPS contractor and is built around a small logo that Jockey Kent Desormeaux wears on his riding pants.
Racing fans get a quick view of that UPS patch every time Desormeaux guides Big Brown across the finish line. He also dons a UPS cap when he poses for photographers in racing’s most prestigious winner’s circles.
Vice President Eric Wright of Joyce Julius & Associates (JJ&A) told Ad Age Magazine that UPS received at least $4 million in network, newspaper, magazine and online publicity when Big Brown won the Kentucky Derby and the Preakness. JJ&A, which specializes in measuring the value of sponsorships, estimated the value of the publicity would at least double if Big Brown wins the Belmont Stakes and the Triple Crown in New York.
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