Microsoft’s Windows Phone is at the back of the pack in the smartphone race, but how will the company do in the Kentucky Derby?

Looking to elevate its brand on the national scene, and maybe just end up in the winner’s circle, Microsoft is sponsoring a thoroughbred named Hansen in the 138th Run for the Roses this weekend at Churchill Downs in Louisville, Ky.

The Windows Phone logo will appear on his silks.

As the winner of the Breeders’ Cup Juvenile, the horse is among the favorites this Saturday, but regardless of where he finishes, he will stand out from the field as the only white horse in the running.

Microsoft is launching a Twitter contest in conjunction with the sponsorship, giving away two white Nokia Lumia 900s. Details on the Windows Phone blog.

Photo by Adam Coglianese via Microsoft

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  • David Milesi

    Love it. This seems almost too cool for MSFT. 

  • Guest

    Great marketing coup by Microsoft! Equine sponsorship is but one of the many outside-the-box ideas we need to see Windows Phone continue to grow.

  • Guest

    Wouldn’t it have been more appropriate to enter a white elephant?

    • Guest

      The Kentucky Derby is a race for horses. Elephants are no longer permitted to enter. (Wiki “Kentucky Derby elephant disaster of 1913″ for the grisly details.)

  • Andrew

    Interesting but I think the risk outweighs the reward. What if the horse comes in last or does not finish? 

    • Guest

      It’ll live up to its namesake?

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