UPS Formally Signs Deal With Kentucky Derby Winner Big Brown

UPS To Sponsor Big Brown, Desormeaux Throughout Triple Crown Run

UPS has reached an agreement to sponsor Kentucky Derby winner Big Brown throughout his bid to become the first Triple Crown winner in 30 years, the company and the horse’s owners and jockey announced today. The deal among UPS, Big Brown’s owners IEAH Stables and jockey Kent Desormeaux will call for Desormeaux to wear the UPS logo on his pants and under-silk shirt during the Preakness and Belmont Stakes as well as a UPS baseball cap after the races, said UPS Motorsports Marketing Manager Laura Kouns, who negotiated the deal for the company. Kelly Wietsma, President of Equisponse, a horse racing marketing agency, represented Desormeaux and IEAH in the deal. Kouns said that the company is eying a number of potential avenues to advertise the sponsorship, but the priority was getting a deal completed to sponsor the horse. Kouns: “We have a team of people here who are working furiously on ways we can activate the sponsorship and everybody is very excited” (Liz Mullen, SportsBusiness Journal). Kouns added that the deal is a "'fun' way to connect to consumers and employees." UPS also is a sponsor of the NTRA (ATLANTA CONSTITUTION, 5/10).