Churchill Downs and restaurant company Yum! Brands Inc. have signed a five-year agreement that extends the company's role as the presenting sponsor of the $2 million Kentucky Derby (gr. I).
Churchill Downs, Yum! Brands announce deal Jan. 13 to extend the sponsorship agreement for five years.
When combining the media exposure the Kentucky Derby presenting sponsor received from NBC's live telecast May 3 with print and Internet news articles referencing the sponsor over the last week, Yum Brands earned a comparable exposure value of $5,750,215.
The official event logo for the 134th Kentucky Derby Presented by Yum! Brands (gr. I) has been released by Churchill Downs.
- By Esther Marr
The $1-million Yum! Brands bonus that will be offered to this year's Kentucky Derby (gr. I) victor if he posts a margin larger than Barbaro's 6 1/2-length triumph in 2006 received cautious responses from Derby-bound trainers Tuesday morning on the backstretch at Churchill Downs.
Yum! Brands, presenting sponsor for the Kentucky Derby (gr. I), announced Monday, April 30, that it will offer a $1-million to the connections of any horse that wins this year's Derby and beats Barbaro's winning margin of 6 1/2 lengths.
Yum! Brands, the new presenting sponsor of the grade I Kentucky Derby, said it gained almost $2.7 million in "total comparable exposure value" on air during the May 6 broadcast of the event.
There is some good news for lovers of tradition. A sign promoting Yum! Brands, the first-ever presenting sponsor of the Kentucky Derby (gr. I), will be less prominent in its placement than originally planned in the area near Churchill Downs' famed Twin Spires.
Although they haven't completely closed the door on getting a deal put together, officials at Triple Crown Productions say it is unlikely there will be a joint sponsor this year for the three races.
Churchill Downs announced Wednesday that Yum! Brands, the world's largest restaurant company and parent of KFC, Taco Bell, Pizza Hut, Long John Silver's and A&W Restaurants, will become the first-ever presenting sponsor of the Kentucky Derby (gr. I).
Long John Silver's, the seafood chain that will be part of Yum! Brands Inc., will serve as title sponsor of the Breeders' Cup Juvenile Fillies (gr. I) and presenting sponsor of the National Thoroughbred Racing Association's Summer Racing Series this year.
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