To sponsor or not to sponsor?

That might be the question around Yum Brands after what happened at the Kentucky Derby.  I read an interesting article in the New York Times about it, and was relieved to find out that the CEO of Yum Brands, David Novak wasn’t aware of the death of Eight Belles until after his live interview during the broadcast.  Novak was very upbeat during the interview and did not acknowledge the death of the filly, who finished 2nd before collapsing about a quarter-mile beyond the finish line. Apparently, online commentators criticized Novak for his lack of empathy.  Novak maintains he did not find out about the tragedy until 20 minutes later, according to the NYT article.  It’s unfortunate because situations like this one might just make other companies think twice before sponsoring similar events.