But if you use TV ratings from the 2004 Preakness as a gauge, Smarty Jones was a full furlong ahead with the general public at this stage of the race. 
 

Do you think Eight Belles' tragic death overshadowed this horse racing season?
 
Hinchey: The tragedy has been sobering for many casual fans, but aficionados of the sport recognize that the element of danger is always present in horse racing.

Becher: Nothing is bigger to horse racing than the realistic potential for a Triple Crown winner.

Big Brown's two wins thus far have really captured the imagination of serious and casual fans alike, and along the way has stolen some attention that otherwise would have maintained a spotlight on the Eight Belles tragedy. That's fortunate for the sport.

The Triple Crown remains far and away the most-watched horse racing event(s) of the year. What are some things that the mainstream media, which tends to ignore the sport the rest of the year, is really missing out on?
 
Hinchey: My sense is that the hype and hoopla surrounding the Triple Crown don't allow sports fans to see these remarkable horses in perspective. How did they develop and, importantly, where will they be later in their careers.

Part of this may be a function of the sport (for example, putting horses out to stud and the relative lack of marquee races for younger and older horses), but it's almost like a "one and done."

The greatest attachments in sports are typically those that a fan develops for an athlete over the course of years. 

Becher: Horse racing should be covered like a sport, with all the drama and story lines that accompany other "leagues." Yet typically it is covered more like an event.

That tells me it's not so much that the mainstream media is missing out, but more so that the sport needs to continue to provide reasons for the media to pay attention. Hopefully as horse racing attracts new fans to the sport and grows the importance of its non-Triple Crown races, the media coverage will inevitably follow.
 
 
Big Brown signed a deal with UPS recently that seems to be the perfect example of marketing synergy. What's the earning potential for a Triple Crown-contending horse?
 
Hinchey: The obvious potential revenue source beyond stud fees and prize money is merchandise sales. The track record for horses selling merchandise is pretty spotty.

The real question is what's the potential for UPS? And that depends on how well it's able to activate the sponsorship with clients and prospects.

It will help if Big Brown extends his racing career by competing in the Breeder's Cup in October, but my marketing advice to UPS would be "Apply the whip now!" 

Becher: The earning potential for a Triple Crown-winning horse is tremendous, somewhat evergreen given how rare that accomplishment is. Earnings are much less for a horse that is still contending.

The UPS deal is more significant to the sport than the actual dollars delivered to Big Brown. It validates horse racing as a sport that can be sponsor-friendly, a unique activation platform for corporate marketers. Expect horse owners now to have their eyes open to ways they can creatively link to the marketing strategies of potential sponsors.

The sport needs to rely less on its own trumpet and more on the support of active and involved partners.
 
 
If Big Brown wins Saturday, what will that mean for the sport of horse racing?
 
Hinchey: It could rejuvenate the sport with a whole new generation of sports fans, especially if the media and race organizers are able to cultivate a big-event atmosphere that is able to capture casual fans throughout the year.

Instead of just Kentucky Derby parties in private homes (which are fun), the sport should market Triple Crown parties. This entails elevating the “celebrity status” of the last two legs of the Triple Crown, but with their tradition that is certainly doable. 

Becher: It will mean the sport will have a spike in attention for a short amount of time. Then comes the real challenge, celebrating the win in a way that translates a special moment for Big Brown into one that can spark renewed interest in the sport. That's not easy to do.

But those involved in the sport would be missing a golden opportunity if there wasn't a plan in place to take advantage of all the goodwill associated with a Triple Crown win.  

What sort of earning potential would Big Brown merchandise (hats, shirts, etc.) have if he wins?
 
Hinchey: Higher than in the past, due to a more sophisticated marketing approach this year, but probably well below what you'll see for this year's NBA champs.

Becher: The licensing potential is significant. The appeal for winning the Triple Crown is far beyond the loyal hard-core race fans. Winning creates a household brand name that from a licensing perspective can deliver revenue for many years.

It's not like most other sports where a championship lasts about a year until another one is anointed. This is more of a lifetime achievement award, the win that keeps on earning.