Belmont loss a bummer for the other Big Brown

Bettors banking on a sure thing weren’t the only ones disappointed when thoroughbred Big Brown came in dead last in the Belmont Stakes last month. Parcel delivery giant United Parcel Service had signed a multimillion-dollar sponsorship deal with the horse’s owners just before he won the Kentucky Derby in May.

After also winning The Preakness, Big Brown was heavily favored to become the first horse to win the Triple Crown in 30 years if he took the top place at the Belmont. This would have meant huge publicity for UPS, a.k.a. “Big Brown.”

(In case you didn’t know, the horse actually is named for the delivery service: His original owner runs a trucking firm in Brooklyn, NY; he named his horse Big Brown after renewing a major contract with UPS Freight.)

The Atlanta-based courier, which had mobilized its more than 400,000 employees to root for its namesake, reportedly had plans in place to capitalize on Big Brown’s big win if he captured horse racing’s famed trifecta. But sadly, this time Big Brown failed to deliver the goods.

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Belmont Loss a Bummer for The Other Big Brown

Bettors banking on a sure thing weren’t the only ones disappointed when thoroughbred Big Brown came in dead last at Saturday’s Belmont Stakes. Parcel delivery giant United Parcel Service had signed a multimillion-dollar sponsorship deal with the horse’s owners just before he won the Kentucky Derby in May.

After also winning The Preakness, Big Brown was heavily favored to be the first horse to win the Triple Crown in 30 years if he won the Belmont This would have meant huge publicity for UPS, a.k.a. “Big Brown.”

(If you didn’t know, the horse actually is named for the delivery service: His original owner runs a trucking firm in Brooklyn, NY; he named his horse Big Brown after renewing a major contract with UPS Freight.)

The Atlanta-based courier, which had mobilized its more than 400,000 employees to root for its namesake, reportedly had plans in place to capitalize on Big Brown’s big win if he captured horse racing’s famed trifecta. But sadly, this time Big Brown failed to deliver the goods.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.