http://gawker.com/tag/marketing/?i=3950 ... -celebrate

Tit-and-chicken-wing purveyor Hooters has signed on as the exclusive sponsor of Big Brown, the star racehorse that has already won two legs of the Triple Crown, and will try to complete the feat this weekend at the Belmont Stakes. UPS, the brown-themed shipping company that originally sponsored the horse, inexplicably dropped its sponsorship just before Big Brown is set to achieve the pinnacle of its publicity. In addition to being a bad PR decision, UPS' abandonment has now subjected us all to the prospect of Jay Leno (and, less painfully, Tracy Morgan) chuckling about Hooters' upcoming "Big Brown Day":

The deal was ironed out yesterday, but Hooters would not reveal how much it paid for the rights. Hooters said the owners and the jockey approved the deal.
"We have a great relationship with UPS, but Hooters has a great plan to have 450 of their restaurants doing a Big Brown day," Wietsma said.

Hooters is also going to slap its logo on the jockey's legs, and, if Big Brown wins, he will "be greeted by busty Hooters girls in tightfitting T-shirts."

Are they changing the name to Big Hooters?

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You know me like that.

Maybe it's the fact that if he wins Saturday, he can get all the hooters he wants.

I hope that Hooters has more luck with their endorsement than Dr. Ken with his.