More Videos
- These Poker Stories Are No Bluff
- Did Matsui Make Contract Money Last Night?
- Adidas Out At UCF After MJ's Son Wears Jordans
- If Yanks Win, Merchandise Will Fly Off Shelves
- Final World Series Games Big Money Makers
- What I Got Wrong About Keflezighi
- Marathon's Headline Win Is Empty
- New Cubs Owner Tom Ricketts Goes One-on-One With "SportsBiz"
- Roger Federer Signs With Chocolate Brand Deal
- Marshall Fogel: A Collector's Profile
RSS FEED
MOST SHARED
- US Becomes Top Country Brand Under Obama: Survey
- BofA Board in Civil War Over Lewis' Succesor
- Obama Delays Start of Asia Trip to Attend Memorial
- Sweeping Health Care Overhaul Bill Passes House
- Framed for Porn – By a PC Virus
- What Stocks to Buy Amid Health Care Overhaul: Strategist
- Kraft to Formalize Hostile Cadbury Bid on Monday
- GE, Comcast Agree on NBC Universal Valuation
- Tamminen: Why Does Oklahoma Want To Drown New York?
- Food Network, HGTV Drive Scripps Networks' Upside Surprise
- Tommy Lee, Medical Tourism and Nasty Santa, Your Emails
- U.S. Markets Gain 3% for the Week Despite 10.2% Unemployment
- Disney's 'Carol' Tests Widest 3-D Release Ever
- Stimulus II? Jobs Tax Credit=Cash For Clunkers
- Rockwell Automation Earnings: What Options Are Saying
- Gold Will Touch Higher Lows and Higher Highs: Analyst
- Is Misery Alive And Well in Your Office?
- Goldman Sachs Head Says Banks Do 'God's Work'
- Fed's Bullard: Tighten Only When Recovery's 'Solid'
- Bankers Are Like Domino's Pizza Franchises: Expert
- Kraft to Formalize Hostile Cadbury Bid on Monday
- GE, Comcast Agree on NBC Universal Valuation
- Hottest Zip Codes for Home Prices
- US Home Values Follow Sales Higher, For Some
- China Urges US to Control Deficit to Stabilize Dollar
- US Health Care Reforms Face Tough Path in Senate
Sports Biz
Text Size 
UPS [UPS
Loading...
()
] has had quite a run thanks to Big Brown. And I give the company kudos for taking the horse that was named after their brand and going all out with sponsorship: sponsoring jockey Kent Desormeaux and plastering Belmont with its signage.
But if I'm controlling sports marketing at Federal Express [FDX
Loading...
()
] , their chief rival, I would have been more than giddy on Saturday. I would have had an ad ready for today's USA Today marking the end of the run.
Now, I wouldn't have any rights to run a photo of the horse, but everyone would know what I was talking about.
With the help of our great graphic artist Florence Z., the image here is how I dream the ad would look.
 |
CNBC.com Darren Rovell's Big Brown dream advertisement |
Sure, people could find this somewhat offensive. That I'm not being a good sport. But the bottom line is that FedEx as a brand didn't get the exposure here and an ad like this would generate so much buzz. In today's marketing world--where I believe very little is sticking--being aggressive like this can pay off.
Questions? Comments?
Data is a real-time snapshot *Data is delayed at least 15 minutes