The parent of restaurant chains like Kentucky Fried Chicken, Pizza Hut and Taco Bell is tired of its famous brands getting all the attention. To remedy the situation, the company, Yum Brands, is
hooking up with the Kentucky Derby in a five-year promotional deal that Yum hopes will raise its profile, especially among investors. Like the Derby, Yum is based in Louisville, Ky. Under terms of
the deal, Yum will be mentioned in marketing materials for the race as "presenting" the Derby, and the company's logo will appear in several locations, including on a sign between the signature twin
spires of Churchill Downs, where the race is held. Yum also will run TV spots during the May 6 telecast of the race on NBC. "We've got leading global brands, plus we've got a great track record,"
said Yum CEO David Novak. "You link it up to the Kentucky Derby, and I guess you might say it's the ultimate trifecta." He declined to specify how much the company is paying for the campaign.
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