Big Brown Sponsors Big Brown
Logo on Jockey Pants Brings UPS Publicity Valued in Millions
May 30, 2008
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.
Owner Paul Pompa Named Big Brown As "A Salute to UPS"
According to TIME, Big Brown was named by his original owner, Paul Pompa, as "a salute to UPS" after UPS renewed its contract with Pompa’s New York trucking firm. The racing industry normally prohibits naming horses after companies, but Pompa was allowed to do it because UPS gave up its Big Brown trademark in 2005. It has retained its common law rights to the name, which was inspired years ago by its well recognized brown delivery trucks.
Pompa later sold 75 percent of the horse to IEAH Stables. UPS signed up as a Big Brown sponsor shortly before the Kentucky Derby.
The promotion potential for UPS will extend far beyond racing circles if Big Brown wins the Triple Crown. Owner Michael Iavarone plans to establish a racehorse hedge fund for private investors and has already been given the honor of ringing the opening bell at the New York Stock Exchange. Big Brown’s breeding rights have been bought for $50 million, which could extend his fame—and UPS’ nickname—for many years.
Jockey Kent Desormeaux Is a Popular Subject for Feature Stories
Jockey Desormeaux is a 38-year-old Louisiana native who was already in racing’s Hall of Fame before riding Big Brown to victories in the Derby and Preakness. He is a natural subject for feature stories because he is raising a 9-year-old son who has already had 11 surgeries in a long battle with Usher syndrome. The disease can cause loss of both hearing and vision.
The sponsorship of Big Brown encountered some negative publicity when the filly Eight Belles collapsed after the Kentucky Derby. She had to be euthanized on the track as thousands of fans watched the tragedy. People for the Ethical Treatment of Animals (PETA) immediately repeated many of their old demands for changes in the treatment of race horses. It also called upon UPS to drop its sponsorship of Big Brown.
PETA Called for Investigation after Big Brown Suffered Hoof Injury
The threat of more negative publicity increased when Big Brown suffered a slight crack in a hoof during the Preakness race. PETA called for an investigation of his condition but the owners said he would be ready for the Belmont Stakes two weeks later.
UPS Spokesman Norman Black told the Associated Press that the company had no plans to give up its sponsorship. "It's something you prepare for but not something that drives you away as a sports sponsor," Black said.
Sports sponsors run similar negative publicity risks with car racing crashes and sports scandals.
Desormeaux Gives Up at the Belmont
