Brand Recognition

UPS is riding high on Big Brown, extending its agreement to be the horse's exclusive sponsor at the Belmont Stakes on June 7. Kent Desormeaux rides in brown pants with a UPS logo and trades his racing helmet for a UPS cap for post-race press conferences. Even fans at the Preakness were sporting Big Brown tee shirts and hats with the UPS logo.

From the corporate standpoint, it's a risky but highly visible endorsement. According to the Wall Street Journal, UPS announced last Friday that its foundation is donating $10,000 to the Thoroughbred Charities of America to "support the rescue and rehabilitation, therapeutic riding programs and other efforts to improve the treatment of racehorses."

In making the announcement, Ron Rogowski, UPS sponsorship director acknowledged that "what happened to Eight Belles was a tragedy" but went on to note that it is not the job of the sponsor "to regulate the industry. Inherently with any sponsorship there is a risk...But when the opportunity presented itself, we thought it had a tremendous upside for us."

Ironically, Big Brown's original and now part-owner, Paul Pompa, Jr, named the horse after he received a contract extension from UPS Freight for his trucking company, Truck-Rite Corporation. UPS, the corporation, was oblivious to the honor. It was not until International Equine Acquisitions Holdings, which bought the controlling interest of the horse from Mr. Pompa, approached UPS about a potential marketing opportunity right before the Kentucky Derby that they knew anything about the horse or his name.

In many ways, the deal is a natural for UPS. "It's a big potential revenue stream for them," says Kevin Adler president of Engage marketing. "To have a horse being a contender for the Triple Crown is a lot of buzz and really is the marketing message. That's worth associating your brand with it."

Now I'm sure UPS is just hoping that Big Brown can deliver.