UPS 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 , 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.