Churchill Downs racetrack has signed Yum Brands, Inc. as the first presenting sponsor of the Kentucky Derby.
The five-year deal puts Yum Brands, the parent of KFC, Taco Bell, Pizza Hut, Long John Silver’s and A&W Restaurants, at the head of the pack for this year’s 132nd horse race to be held May 6.
Yum Brands is the first Churchill Downs corporate partner to become a named sponsor of the race, a significant upgrade to its sponsorship commitment, Yum Brands said yesterday. The Derby, held on May 6, will be tagged “The Kentucky Derby presented by Yum Brands.”
Both Yum Brands and Churchill downs are located in Louisville, KY.
“As an outstanding corporate citizen in our hometown, Yum Brands understands the importance of the Derby’s history and tradition to the residents of our city and regions, as well as to racing fans around the world,” said Thomas H. Meeker, president and CEO of Churchill Downs Inc., in a statement.
On Derby Day, the Yum Brands logo will appear beneath the twin spires on a Kentucky Derby sign that shows the time span the race has run (1875 to 2006) and on the sign above the starting gate for the Derby race. The jackets of pony riders who escort the Derby horses and jockeys during the post parade will also be branded. Television billboards before and throughout the broadcast as well as in various places around the racetrack facility will also display the company’s logo. Viewers range in age from 25-54 with annual household incomes of $100,000 or more.
Yum Brands has nearly 34,000 restaurants in more than 100 countries and territories.
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