Big Brown Falls Short of Triple Crown Bid, 

but UPS Still Basks in Media Exposure from Sponsorship

         ANN ARBOR, MI, June 9, 2008 – While Big Brown’s bid for the elusive Triple Crown, and the media attention surrounding the horse, came to an abrupt end at Saturday’s Belmont Stakes, UPS’ sponsorship of the horse’s impressive run concluded with the delivery giant reaping more than $6 million in overall exposure value.

        Having already rolled up $4 million of exposure value as a result of Big Brown’s wins at the Kentucky Derby and Preakness Stakes, UPS collected another $1.97 million of exposure value from the combination of ABC’s live telecast on Saturday, along with print and Internet news articles referencing the sponsor over the last three weeks, according to the Ann Arbor-based sponsorship research company Joyce Julius & Associates, Inc.

         During the two-hour Belmont telecast, the UPS brand appeared clear and in-focus for a total of two minutes, 29 seconds (2:29), with a logo on Big Brown jockey Kent Desormeaux’s undershirt, monitored for 0:50 during a pre-race interview, proving to be the most productive source of television exposure for the sponsor. When comparing the in-broadcast exposure to the estimated cost of a commercial spot during the telecast, UPS reaped $1,365,835 of in-broadcast exposure value.

         News articles referencing the UPS sponsorship, appearing in print and on the Internet, also led to significant exposure.  From the conclusion of the Preakness through yesterday, more than 125 print and 400 Internet articles contributed another $606,250 of exposure value to the sponsor when comparing the results to traditional advertising.

About Joyce Julius & Associates, Inc.:

         Joyce Julius & Associates, Inc. is the sports and entertainment industry leader in accurate measurement and evaluation of sponsorships and promotional programs.  Joyce Julius’ fully customizable, third party research is highlighted by in-broadcast television exposure monitoring, full media impact measurements, and fan/consumer perception analyses.

         The Ann Arbor, Michigan-based firm—which monitors more than 2,500 nationally televised sports and special event programs annually—has been measuring the impact of corporate sponsorships across all forms of media since 1985.  These forms of media include national and regional event television broadcasts, television highlight and news programming, event radio, print media, Internet articles, along with exposure stemming from promotions and advertising, as well as event on-site elements.

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