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Originally Posted by Linny

Money talks. The Derby at Epsom has a far more storied history than our Derby and for years it has been the "Vodaphone Derby" or the "Something Else Derby" because the sponsor is paying for the right to attach it's name to the race.

I do think that there is double standard re: sponsors. If the sponsor is an "upmarket" brand like deBeers or Mercedes Benz (they sponsor alot of equestrian events) or Darley or Shadwell it's fine but when it's a fast food conglomerate with a downmarket name like Yum! is not so hot.

The game needs the infusion of cash from sponsorship. Partnering with food providers 9who sell at the track) or other brands associated with both racing AND the mainstream (John Deere) makes sense. I'm not crazy about the name "KY Derby presented by Yum! Brands but their money is just as green as Rolls Royce or BMW.

The above is very true.

But here is what I dont get.

Yum's pays for this name recognition
right. Sponsors are not entirely stupid.

So... How the heck does this make Yum's
money? Am I and the rest of the world
subconsciously driven to seek chicken?
We just get pounded with the name and
we become chicken obsessed zombies?
I dont get it.