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#22
05-25-2008, 10:05 AM
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THE MEDIA BUSINESS: ADVERTISING
In 2002 this was the headlines of a news and saids: VISA USA wants to give away $5 million. Really. The problem has been finding a four-legged 3-year-old that can pull off the rare feat of winning the nation's best-known horse races, collectively known as the Triple Crown. So Visa will be rooting right along with the thoroughbred industry for War Emblem to win the Belmont Stakes tomorrow and snatch that big check -- or debit card. The Chrysler Corporation preceded Visa as the main sponsor, promising to give out as much as $5 million in total prize money annually. But after eight years without a Triple Crown winner, Chrysler dropped out. On top of naming rights to the series and the bonus, Visa bought title sponsorship of NBC's broadcast of the races, which the network has promoted heavily. In 2008 The Media Business continuos. Big Brown’s Big Ad May 19th, 2008 by rick Yes, Big Brown was really, really impressive in winning the Preakness Stakes Saturday, and could be an even bigger favorite to win the Belmont Stakes in three weeks. And even if he wins the Triple Crown, the horse may be remembered more for starting a movement in racing that could bring plenty of new money into the sport. Never before has an individual horse carried the weight of a corporate sponsor through a Triple Crown campaign. But on Saturday, the Wall Street Journal reported that Big Brown’s sponsor, United Parcel Service, had extended its sponsorship of the horse to the Preakness and Belmont. The horse was named for the delivery giant and Louisville’s largest employer long before it became a champion, after Paul Pompa, Jr. received a lucrative shipping contract. But that money will pale next to the money UPS will pay for attaching its logo to jockey Kent Desormeaux’s pants and having him wear a UPS hat in interviews (a la the Indy 500). One industry estimate is that the exposure in the Derby alone was worth $1.4 million. Neither UPS or IEAH Stables, the owners of Big Brown, are saying what UPS is paying for the sponsorship. Most are chalking the Big Brown sponsorship phenomena up to a happy accident, a perfect storm of aptly-named horse meeting up with anxious sponsor for a marketing bonanza. But don’t expect this to be the last corporate connection to racehorses. Rules prevent horses to have names with commercial significance, so don’t expect to see horses in next year’s field like “Just Do It” or “Ultimate Driving Machine.” But there are plenty of nicknames for big companies, and horse owners may start gobbling up corporate names in hopes of a similar payday. A few years back, the Jockeys Guild mounted a push in hopes of allowing jockeys to sell their own sponsorships and wear patches on their pants, and this year a jockey charity is benefitting from a patch all the jockeys wear. Those days, I fear, are numbered. Now the space on jockeys’ pantlegs, like the firesuits for NASCAR drivers, has become valuable. http://thevillevoice.com/2008/05/19/big-browns-big-ad/
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#26
05-29-2008, 09:31 PM
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#27
05-31-2008, 04:57 PM
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#28
06-01-2008, 04:57 PM
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#29
06-01-2008, 07:26 PM
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 This apparently 'reaction' locks a bad excuses by Zanelli. So his is "very depressing". No conspiracy theory mode but maybe someone wanted the only horse who has already won at the belmont distance out of the way?. ! NO, is just part of the Show ˇ BY By Tomcito.
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#32
06-03-2008, 08:33 PM
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From the Power Cap Blog.
Casino Drive's Training Regimen Back In Japan The Japanese horsemen have a different training methods than their American counterparts. While the Americans use fast workouts combined with drugs to train their horses, the Japanese use a more holistic approach. Instead of a steady worktab of bullet works for Casino Drive, he is a power walker, taking vigorous one-hour strolls through the barn area. He then goes to the track for an easy jog before resuming another hour of walking. "We really try to pick his feet up," said Nobutaka Tada, spokesman for owner Hidetoshi Yamamoto and trainer Kazuo Fujisawa. "We want him to be ready, so he will be strong." Not only do the Japanese train to be long and strong but they do not use drugs, hormones or chemicals to artificially enhance growth or performance. It is an entirely natural approach. Take a look at these Japanese training centers. They seem like racehorse utopia. The Japanese not only want to make fast horses they want to produce an exceptional individual. The JRA provides facilities to nourish the entire horse, both physically and mentally. It is no wonder that they do not need to drug their racehorses with this approach. Their philosophy seems superior to the American training philosophy of work them fast, drug them if they hurt and retire them early if we are lucky. Perhaps if our training centers had uphill woodchip trails and wilderness trails passing through streams we would have relaxed, sound horses that would not need a variety of medications to compete. Knowing how difficult it is to win a graded stakes on the dirt going long off the layoff I was impressed when Casino Drive emerged off the freighter ready to romp in the Peter Pan. One look at the Japanese training methods and I understand why he was ready.
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