What Big Brown Did For UPS

A Nearly $2M Payoff

By Published on .

It certainly wasn't the Triple Crown victory it was hoping for, but Big Brown's mysterious "did not finish" (DNF) at Saturday's Belmont Stakes still managed to generate a fair amount of free press for Big Brown the shipping company...$1.97 million worth to be exact, according to Joyce Julius & Associates.

The firm, which specializes in measuring the impact of corporate sponsorships, said that drives the total overall exposure generated from its sponsorship of Kent Desormeaux, the horse's jockey, north of $6 million. Last month, Eric Wright, VP-research and development, Joyce Julius, told Ad Age that UPS would stand to earn an estimated $8 million in free publicity if Big Brown managed to win the Triple Crown.

Now if FedEx was smart, they'd use the mock ad created by CNBC sports reporter Darren Rovell to cash in on the situation.
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