Horse racing picked up a valuable lesson from one of its endlessly circling brethren over the weekend when Big Brown won the Kentucky Derby in overwhelming fashion: get sponsors on the horses. Big Brown’s association with UPS (who likes their association with racing of all types) gave UPS $1.4 million in indirect exposure.
(By the way, we always wonder about those ‘exposure’ numbers that try to measure indirect publicity. We suspect the math works on a similar level to the Oscar viewership numbers and counting iTunes songs. And how do they factor in the Maker’s Mark we’ve consumed that will wipe our memory of the race?)