Kentucky Derby Hat Parade

Did you watch the Kentucky Derby this weekend? Two hours of behind the scenes stories and Cialis Commercials and two minutes of action. I love the derby, like most women though what i love most is the hats. I know this doesn't have anything to do with advertising, but maybe there is something to think about in the fact that there really isn't too much brand identity associated with the Hat Parade at all. Why hasn't Kangol, Dobbs, or Tommy Bahama cashed in on this in some way?