NBC is turning its coverage of the May 3 Kentucky Derby "into a week of entertainment, not only on NBC Sports Network, but also with late night and primetime coverage," according to Debbie Emery of the HOLLYWOOD REPORTER. NBC Sports Group CMO John Miller said, "We want to tie-in a lot of the company so we will have Access Hollywood and Today there as well to that give a brand voice." NBC has launched a "Save the Date" campaign, and festivities include a "special commercial airing during the NHL Playoffs, theme cocktail recipes such as the Oak Lily and Mint Julep, and event planning advice to host a Kentucky Derby party at home." Miller said, "We have several shows in the NBC Universal family such as Jimmy Fallon's The Tonight Show and Late Night With Seth Meyers that are going to do their picks, so its going to be a week-long event." Emery noted former "GMA" co-host Josh Elliott also will "make his network debut at Churchill Downs." Miller said, "He will be there to talk about the event, do features, and talk about the horses. It is a great way to get him on board, expose him to the public and utilize his charm while at the Derby" (HOLLYWOODREPORTER.com, 4/18).
DOUBLE DOWN: SPORTSBUSINESS JOURNAL's Liz Mullen reports NBC Sports is "doubling down on horse racing and will broadcast 11 racing programs in the next few months with a spot in one of 14 races at this year’s Breeders’ Cup at stake." The package of races, "labeled as The Breeders’ Cup Challenge Series: Win and You’re In, will be broadcast across NBC and NBC Sports Network from tracks across the United States starting June 7 and ending Oct. 5." NBC Sports Group President of Programming Jon Miller said, “This is the largest single horse racing commitment that the company has made in the sport that I can remember." Mullen notes NBC Sports "sees these events fitting into its coverage of the three Triple Crown races as well as the Breeders' Cup." The "goal is to build a seasonlong schedule to increase interest." Breeders' Cup CMO Drew Sheinman said that the event will "work collaboratively with NBC Sports on selling the ad inventory as part of overall integrated sponsor packages" (SPORTSBUSINESS JOURNAL, 4/21 issue).
