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As it turned out, Brown did a lot for Brown: win, place AND show. Even if it's none of the above, which is unlikely.

The third and final race in the quest for the Triple Crown, still looking for a champion after 30 years, gets underway Saturday afternoon at the Belmont Stakes.  The hype’s been underway for weeks, however, to the marketing delight of UPS who made a big branding bet months ago on the favorite, Big Brown, winner of the first two jewels.  We opined in this space right before Big Brown’s big win in The Preakness, which followed his Kentucky Derby victory.   

This one on Saturday should pay off handsomely for UPS, the “Brown” beneficiary of Big Brown’s racing glories.  It was a marketing tie-in that dreams are made of.  He’s a 2-5 favorite.  Smart money’s on him, as will be countless pairs of eyes.  This is a big deal.  Still, the smartest money may have been the bucks  invested by the other Brown, UPS, in sponsorship and promotional consideration.  Smart branding, smart marketing.  Smart folks.