- Lacoste Runs Full Page Ad With Roddick Loss
- Is Andy’s Mojo Back? We Asked Him
- Lance, Please Back Out Of Tour
- Singh Not Wearing Stanford At Tournament
- Companies Behind Murray Have a Lot To Gain
- Hall Of Fame Suit Lists Revealing Numbers
- Sports Poker Event Trying To Buck Recession
- Billy Mays — He Left the World Knowing He Sold It
- NBA Draft: By The Numbers
- Vijay Singh Offers To Pay Stanford's Bail
RSS FEED
|
CNBC'S MOST SHARED
- A Goldman Trading Scandal?
- Rich People With A Death Wish
- Facebook Director Sees 'Billions' in Revenue in 5 Years
- The Threat of Ballooning Pensions
- Lehman CEO: Firm Deserved Bailout or 'Wind Down'
- Downturn Boosts Aruba's Business
- Latvian Banker Taking Souls as Collateral
- FedEx Sees Signs of a Turnaround: Report
- Market's Monday Blues
- Hey, What's Up Doc?
- March Lows Will Hold — So Buy Equities: Strategists
- Lacoste Runs Full Page Ad With Roddick Loss
- Brandt: Bing, The Little Search Engine That Couldn't
- 5-Star Manager's 5 Top Stocks
- Hey, What's Up Doc?
- Busch: Summertime Blues Hits Investors
- Chadwick: Recession and Scandals Pave the Way for Romney 2012
- Art Cashin: The S&P's 'Head and Shoulders' Number
- Michael Jackson: Death And Taxes
- Second Half: Wait For Pullbacks, Then Buy the Best
- Accused Ex-Goldman Sachs Programmer Out on Bail
- Discover Shares Fall on Word of Stock Offering
- California General Obligation Bond Rating Cut
- GM to Get Final $20 Billlion From US This Year
- World Trade Center Developer Threatens Arbitration
- The Weirdest Currencies on Earth
- Judge Gives Control of Jackson Estate to Executors
- Recession Special: Wine Cheaper Than Water!

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?












