16W Marketing To Represent Big Brown In Sponsorship Deals
2008-06-3

By Terry Lefton, Editor-at-Large

Befitting a pro athlete in the national spotlight, Triple Crown hopeful Big Brown now has a marketing firm seeking licensing and sponsorship deals. 16W Marketing, a name familiar to many stick-and-ball sports marketers, has signed on to represent the three-year-old thoroughbred for likely licensing and sponsorship deals, should the horse complete thoroughbred racing's trifecta by winning the Belmont Stakes on Saturday. 16W Marketing co-Founder Frank Vuono said he has agreements with Big Brown owner IEAH Stables, along with jockey Kent Desormeaux. Vuono said he has a Big Brown/Triple Crown logo developed, and a number of "if win" orders in place, some of which will be ready immediately after the race if Big Brown wins, including blankets, apparel, photos, posters, publications, and memorabilia signed by Desormeaux. "I don't see Big Brown going on Letterman or anything if he wins, but they are still selling merchandise from ['73 Triple Crown winner] Secretariat,'' said Vuono. "The TV ratings that a horse going for the Triple Crown usually gets and the fact there hasn't been one in 30 years says there's a lot of potential there. So maybe there's a milk mustache ad he could do." UPS signed a sponsorship deal prior to the Belmont Stakes, which has Desormeaux wearing the shipping company's logo on his pants and under-silk shirt during the Preakness and Belmont Stakes as well as a UPS baseball cap after the races.