ELMONT, N.Y. — Get ready for Big Brown-themed Beanie Babies, lapel pins, ball caps and maybe even booze.
The prized colt is the favorite to capture the first Triple Crown in 30 years in Saturday’s Belmont Stakes. His handlers are already eyeing ways to cash in on the feat if he wins, and that means merchandising — lots of it.
“We’re definitely going to mass-market in a way that’s never been done in our industry,” said Kelly Wietsma, president of Equisponse, a horse-racing marketing agency that represents Big Brown’s owner, IEAH Stables. “I want every kid in America to be able to walk into a Wal-Mart and buy a Big Brown shirt or a Big Brown Beanie Baby.”
Big Brown’s team is betting that big TV exposure for the Belmont coupled with the rarity of a Triple Crown shot will translate into major licensing and endorsements deals.
There’s even talk of Big Brown making that most-coveted pilgrimage usually reserved for the most celebrated athletes. “We did get a phone call about him going to Disneyland,” Wietsma said. No decision has been made.
Of course, the big bay has to make it happen Saturday.
“If he doesn’t win,” said Frank Vuono of 16W Marketing, “there won’t be as much interest.” The Associated Press
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