"Although it has not been publicly announced, the Kentucky Oaks fundraising partnership with Susan G. Komen for the Cure concluded in 2011 after a rewarding three-year run. We believe the partnership was good for both parties, and it generated $336,592 for breast cancer research and outreach during those three years. The recent issue regarding Komen for the Cure had absolutely no impact on our relationship with the organization."

"Evans has worked with NBC to market the Derby as more of an entertainment event than a sporting event and the strategy appears to have paid off. Last year 16.3 million people watched the Derby, the highest number of viewers for the event in 20 years."

From Sports Business Journal: "NBC and Churchill Downs are repositioning the Kentucky Derby as a 'lifestyle' brand in hopes of drawing higher television ratings for this Saturday’s 135th Run for the Roses.... 'If we can get people to watch the spectacle and stay for the race, it’ll be a success,' said CD CMO Dave Tompkins." [Since many connections seem to consider the Derby a peak "lifestyle" experience, why not viewers at home? Related: Andrew Beyer on CDI (WashPost, 4/27/09). What effect does this big event/lifestyle marketing have on the industry overall?]