UPS, the company which inspired the name of the winning Kentucky Derby Presented by Yum! Brands (gr. I) horse, Big Brown, took advantage of its logo placements on the pants of winning jockey Kent Desormeaux to garner 0:56 of on-screen time, according to research conducted by Joyce Julius & Associates, Inc., a sports and entertainment industry leader in accurate measurement and evaluation of sponsorships and promotional programs.
The NBC announcers and Desormeaux each mentioned the shipping giant during the telecast, helping to bring about a total in-broadcast exposure value of $635,335.
Additionally, the unique relationship between the horse, Big Brown, and UPS resulted in the brand being referenced in approximately 400 Internet articles and 150 print articles over the past week. Altogether, UPS amassed some $1.4 million of overall media exposure value from the association.