SBD/January 14, 2011/Marketing and Sponsorship

Yum! Brands Extends Presenting Sponsorship Of Kentucky Derby

Churchill Downs and Yum! Brands announced a five-year extension of their deal for presenting sponsorship of the Kentucky Derby, which was first signed in '06. The race will continue to be run as the Kentucky Derby presented by Yum! Brands. The purse of the Derby will remain $2M guaranteed, unaffected by the deal, but a portion of sponsorship revenues will go toward purses of other races at the track. Terms of the agreement were not disclosed (Churchill Downs Inc.) In Louisville, Gregory Hall notes the “old deal also included commercial time during the Derby broadcast on NBC." Details of those arrangements in the new deal “were not immediately available” (Louisville COURIER-JOURNAL, 1/14).
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