News

Yum! extends Kentucky Derby partnership

January 16, 2011

Yum! Brands has extended its partnership with Churchill Downs Inc. to continue as presenting sponsor of the Kentucky Derby.

Yum!’s role with “The Greatest Two Minutes in Sports” is solidified for another five years, according to the Louisville Courier-Journal. Financial details of the contract extension were not disclosed.

Since 2006, the famous thoroughbred race has been known as the “Kentucky Derby presented by Yum! Brands.” It will continue to be so at this year’s race, May 7, as well as through the remainder of the five-year deal.

The sponsorship entails commercial time during the Kentucky Derby broadcast on NBC, as well as prime advertising spots throughout the Churchill Downs complex. During its first year as presenting sponsor, it is estimated that Yum! received about $2.7 million worth of exposure.

Yum! is headquartered in Louisville, Ky., home of the Kentucky Derby. The parent company of KFC, Taco Bell, Long John Silvers, Pizza Hut and A&W was the first presenting sponsor for the race.