Yum Brands Sponsor Kentucky Derby

             This year’s Kentucky Derby was sponsored by Yum Brands, the parent company of, Kentucky Fried Chicken, Taco Bell and Pizza Hut. Many people are familiar with the food companies themselves, but do not know about the corporate name “Yum Brands”. In order to create awareness of the large corporation they sponsored the Kentucky Derby, the Yum Brands logo could be seen on the starting gate, on the back the jerseys of horse taxis, and around the track.
            The sponsorship has been in effect since 2005 and will go through 2015. The total cost of the sponsorship cost Yum Brands just over 1 million dollars per year, less than half the price of a 30-second Super Bowl ad. Chief Spokesman for Yum Brands, indicated in an interview that the corporation did not expect to see an increase in food sale, but rather an increase in stock price.

            Yum Brands, leveraged the sponsorship by having commercials featuring their restaurants, and explaining the brand air during commercial breaks.  This seems to be a relevant sponsorship, reaching those who have money to invest into the stock market. I feel that because one of the companies Yum Brands owns is Kentucky Fried Chicken the sponsorship is also very fitting.