Sponsoring Kentucky Derby winner Big Brown paid dividends for UPS. The package delivery company garnered $1.4 million worth of exposure from partnering up with the horse that was named after it, according to Joyce Julius & Associates, a sponsorship evaluation firm.
NBC cameras caught
the UPS United Parcel Service logo on jockey Kent Desormeaux's pants for 56
seconds. That was worth $635,335 in equivalent advertising time, said Eric
Wright of Joyce Julius.
Joyce Julius also
counted approximately 400 Internet articles and 150 newspaper articles over
the weekend that mentioned the partnership, boosting the total value to $1.4
million.
By comparison, UPS
collected $4.8 million of television exposure value during the this
year's Daytona 500 telecast, with its driver (Dale Jarrett) finishing 16th,
Wright said.
Note to UPS
officials. Next time you slap a hat on the winning jockey, make sure it’s
legible for the cameras.