Two Big Browns hope to make hay with marketing

Naming a top horse after the nickname of a world-wide, well-known package shipping giant certainly can pay off, just like at the race track, observes Grumpy Editor.

Soon after racehorse Big Brown won the Kentucky Derby, United Parcel Service Inc. --- the other Big Brown --- signed a marketing agreement with jockey Kent Desormeaux and the horse’s owners that calls for the UPS logo to be displayed on the jockey’s racing pants at the Preakness Stakes on Saturday and at the Belmont Stakes, third leg of the Triple Crown, on June 7.

Winning all three horse races is considered the greatest accomplishment of a thoroughbred racehorse.

With sports photographers aplenty, the jockey also will put on a UPS cap after the races.

In grabbing photos and newspaper headlines on front pages and in sports sections with the words “Big Brown” --- along with the UPS logo --- marketing people consider it a nifty achievement implanting the nickname and initials in the minds of horse racing fans.

The delivery firm’s Big Brown moniker stems from the dominant color of its trucks and uniforms of its personnel.  The horse got its name from trucking company owner Paul Pompa, Jr. after he renewed a contract with UPS Freight last year.

Perhaps someone already is thinking of renaming a horse “Big Blue” to cash in on the nickname of IBM Corp.

Then, for a colorful matchup sometime in the future, imagine a race track welcoming “Big Brown” and “Big Blue.”