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Big Brown's Let Down And What It "Cost"

Kent Desormeaux rides Big Brown across the finish line to win 133rd Preakness horse race, Baltimore, Maryland
AP
Kent Desormeaux rides Big Brown across the finish line to win 133rd Preakness horse race, Baltimore, Maryland

So what would have happened if Big Brown won the Triple Crown on Saturday? A lot.

I just spoke to Frank Vuono of 16W Marketing, who was handling all the licensing for the horse. The firm did a tremendous amount of work leading up to the event to secure almost every memorabilia category possible.

Because there's not really another time to get horse racing fans in one place, there were thousands of Big Brown Triple Crown T-shirts on site that were not taken out of their boxes and now have to be either destroyed or donated.

Here's the list of the companies that had contingency agreements with Big Brown's ownership through 16W Marketing:

Gallery of Champions--Exclusive Autograph Agent (Desormeaux)

Photo File--Photographs, lithographs, prints, plaques, photo key chains, event covers, ceramic tiles and standees

Danbury Mint--12 collector plates, three panel clock, framed photograph

Modell's--T-shirts

Hampster Industries--Collectors plaques and framed collectibles, Louisville Slugger bat

Merrick Mint--Colorized coins, stamps and gold cards

Hartland Ohio--Limited edition statues, promotional statues

All Pro Championships--Apparel, caps, lapel pins, buttons, bumper stickers, tote bags, posters and pennants

The Northwest Company--Towels, throws and blankets

HorseHats--Hat, shirt

Donruss--Cards, silks, 250 autographs (Desormeaux)

Lazer 1234--Pin cases, lazer printed T-shirts

Waterford Crystal--Crystal glass

NY State Dept. of Education--license plate

Breyer--Model Horses

Unity Marketing--T-shirts, hats

Vuono said that if Big Brown had won he expected there would be at least 15 more licensees would have come aboard.

Questions? Comments? SportsBiz@cnbc.com