To get back on topic....how will Yum which is a parent company of fast food chains, get to a brand identity like that of a McDonald's or Burger King which are stand alone brands. Okay, so McDonald's owns Chipotle and Boston Market, but the general public really isn't aware of that. Is there a "flagship" brand or are all of their brands equal?

Spelling things wrong is unprofessional no matter how you slice it. It shows you have no attention to detail. Why would anyone want to work with someone who makes so many mistakes in a simple weblog comment? I can tell by your syntax and grammar and spelling that you're an idiot.

No I produce the tv shows that go along with the brand events. And do the internet video blogs. Did not know that silly comments on Adholes were subject to spell checkers. I do not have a lot of time for this and do not care enough. The point is that there was a reason for the sponsorship and it is a good one. You will also be able to get podcast downloads from yum of sports events coming very soon. This is not the place to craft a message this is a place to chat. Chat does not need spell check it is qucik and dirty. I can tell by your comment that you are an idiot.

I can tell, with your spelling and grammar that you're not employed as their writer, Noreen.

They are my client so I am biased. There is an awareness campaign launching so that more people will know who Yum is. It will start in June. The goal is for everyone to know who Yum is and associate the brands with the idea Yum. Good food, good feelings and family. We even call it the family of brands. Give it a month or so the world will know who they are and what they stand for. Now there are other things like nutrition that will be issues. But just like Kraft has many brand we want Yum to be a household word.

The main issue with this sponsorship is that the general public does not know who Yum is. They are running banners at the event that just say the Yum name, not the brands that have more cache. If you asked people on the street who Yum is, they have no clue that they operate Taco Bell and KFC. That's the point I'm trying to make - why have a sponsorship when people do not know who the sponsor is? I am all for giving more exposure and attention to horse racing. Sure, having a sponsorship at a family-oriented event such as the Derby is on-point and gives great exposure, but do I think that Yum is the right brand? Not really.

Yum has consitantly sponsored sporting events for the past twenty years. They were huge sponsors of the Lake Placid Olympics. They sponsor alternative sports as well including the National Jet Ski Championships and the BMX world cup. I have worked with them in this arena. It is not a reflection of Yum trying to change but of Horseracing wanting to change. Tehy are doing more family days at race tracks. Other than the Derby's horse racing has been a little sleazy. The idea of Yum brands is family. I know it is not the most healthy food on the planet but the core values of the company are reflected in bringing the family together. Look at the side hog campaign going on now for KFC. This campaign does not lack focus. In fact these family sponsors are being sought heavily by the horseracing community. My good friend Michael Von Trappe is a breeder in Vegas. He says that the landscape of horse racing is changing. They want to be wholesome and they want to take advantage of gambling as good clean fun mentality that Texas Holdem poker has acheived. The question of will it work is different. Will the folks who go to Nascar with the kids spend Saturday afternoon at the horse track. Not so sure. But this was thought out and there is a goal. Family day at the track not just for grifters anymore. Yum will be promoting racing at brand locations. If you had the challange of making horse racing a family sport what would you do?