NBC is promoting this weekend’s Kentucky Derby as a “lifestyle” brand in order to boost ratings, Sports Business Journal reports. “If we can get people to watch the spectacle and stay for the race, it’ll be a success,” said Churchill Downs Chief Marketing Officer Dave Tompkins, the Journal says. NBC is expanding coverage of the event to its various networks, such as Bravo, which will air the special “Ladies First: Bravo at the Kentucky Derby,” the publication adds.
—Sergio Ibarra