The Run for the Roses will now be the Run for the Tacos.
The Kentucky Derby has announced that Yum! Brands (which owns Taco Bell, Pizza Hut, KFC, Long John Silvers, and A&W Restaurants) will be a naming sponsor of the race. The race will now be referred to as “The Kentucky Derby, presented by Yum! Brands”.
Yum (I refuse to use the exclamation point anymore) Brands is based in Louisville which explains some of the rationale on their part…but why would the most famous horse race in the world and the oldest annual sporting event in the US want to dilute the power of their superbrand? (Between you and me, it’s probably money.)
If it were closer to April 1, I would have said it was a repeat of the April Fools’ joke about Taco Bell saying they had bought the naming rights to the Liberty Bell and they were changing the name to the Taco Liberty Bell. But this is no joke. Tradition is big for the Derby and there will be a fuss.
My prediction? I have 2.
1) Derby purists wearing gawdy hats and drinking mint juleps in Millionaire’s Row won’t like it.
2) Drunken infielders will get a Nachos Bellgrande to cure the Munchies.
tags:: marketing branding kentucky derby Yum Brands tacos
Is Yum! Brands really a name most people know? They know their restaurant chain brand names, but who know Yum! (and who cares?) Why are they trying to brand a parent corporation no one buys from directly anyway?!
I would say purists would drown themselves in their mint julips, but this year’s Super Bowl might as well be the Go-Daddy Super Bowl.