BEASTS OF BURDEN Big Brown, UPS man (inset) (Photo: Getty Images)

Big Brown's win in the Preakness Saturday wasn't just a victory for the horse, his jockey, and his owners (and the National Thoroughbred Racing Association, for that matter, which needed a happy race after the tragic horsey death at the Kentucky Derby). It was a victory for UPS. After Big Brown won the Kentucky Derby on May 3, the color-matched shipping giant made an exclusive sponsorship deal with the horse's team.

Jockey Kent Desormeaux had to wear a UPS logo, and only a UPS logo, on his racing pants and don a UPS cap in the winner's circle after the race. He'll have to do the same thing in a few weeks, when Big Brown runs in the Belmont and attempts to become the first Triple Crown winner in 30 years. "It's a marketing person's dream," said the president of the marketing agency that negotiated the deal. Indeed it is.

• New 90210 Teaser Makes Us Pine For Subtle Literary Qualities Of Old 90210
• MI5's Link to Nazi Hooker Orgy

Sign in to post a comment here.