"Yum as a brand has this cool emotion -- it reminds me of going to a stadium and getting a hot dog or something," Neely says. He adds that Yum! is also based in Louisville, and that kind of connection to the community can strengthen brand recognition for consumers.
It's an added bonus that basketball fans will have Yum's products on their minds, and maybe in their mouths, when they're watching the games, Neely says. Besides KFC, Yum! also owns Pizza Hut and Taco Bell, and all three chains will be part of the arena's concession stands.
NEXT: The good: Staples Center