Sponsoring Kentucky Derby winner Big Brown paid dividends for UPS. The package delivery company garnered $1.4 million worth of exposure from partnering up with the horse that was named after it, according to Joyce Julius & Associates, a sponsorship evaluation firm.
NBC cameras caught the UPS logo on jockey Kent Desormeaux's pants for 56 seconds. That was worth $635,335 in equivalent advertising time, said Eric Wright of Joyce Julius.
Joyce Julius also counted approximately 400 Internet articles and 150 newspaper articles over the weekend that mentioned the partnership, boosting the total value to $1.4 million.
By comparison, UPS collected $4.8 million of television exposure value during the this year's Daytona 500 telecast, with its driver (Dale Jarrett) finishing 16th, Wright said.
Note to UPS officials. Next time you slap a hat on the winning jockey, make sure its legible for the cameras.
In an interview with me earlier today (see video clip), Big Brown owner Michael Iavarone told me that they were exploring a greater partnership with UPS.