Advertising Age

May 15, 2006

Derby Sponsorship Pays Off for Yum Brands

It appears that Yum Brands' presenting sponsorship deal with the Kentucky Derby is already paying dividends.

The Louisville-based parent of fast feeders such as KFC, Taco Bell and Pizza Hut earned nearly $2.8 million in exposure last week during NBC's telecast of the Derby, according to research firm Joyce Julius & Associates, which determines the value of the exposure by comparing the on-screen time and mentions received by the sponsor to the non-discounted cost of purchasing a 30-second commercial during the broadcast.

The Yum logo appeared clear and in focus for three minutes, 15 seconds during NBC's 90-minute broadcast, while the presenting sponsor was also mentioned by the network's announcers on 18 occasions. According to news reports, the cost of the five-year sponsorship deal is estimated at just more than $1 million a year.