CA and KFC Enhance Industry-leading Partnership
Source: Cricket Australia – CA Multicultural Media (eLanka)
Cricket Australia’s (CA’s) long-standing partnership with KFC will continue after the relationship with the global restaurant chain was extended for at least another three years.
The renewal ensures one of the most iconic partnerships in Australian Sport will remain prominent throughout the cricket season with KFC continuing as naming rights partner for the BBL while KFC will enhance its role across Australian Cricket as a Platinum Partner of CA.
Throughout all 14 BBL seasons, the KFC brand has aligned perfectly with the exciting and innovative league. Summers and KFC are synonymous with the BBL’s fun, family-friendly atmosphere and creating more brilliant fan experiences will be a key aspect of the partnership.
Nielsen Sports research has shown the CA-KFC partnership is consistently a sports industry-leader in sponsorship awareness, reflecting the legacy the partnership has established in more than twenty years and headlined by the much-loved KFC Buckethead promotion.
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KFC will continue to be a significant supporter of the BBL’s next growth phase as the league continues to build on the record crowds, viewing audiences and digital engagement for BBL matches over recent seasons.
At the same time, KFC will renew support for the Weber WBBL and amplify its involvement with international cricket through the Australian Women’s and Men’s teams.
The partnership will also highlight KFC’s social good initiatives including the KFC Youth Foundation which supports youth mental health and wellbeing through its charity partners, The Black Dog Institute and Reach Out.
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Ed Sanders, Cricket Australia’s Chief Commercial Officer, said:
“We are absolutely delighted that we will continue our partnership with KFC for the next three years and that they will remain a hugely valued supporter of Australian Cricket.
“As the inaugural naming rights partner of the BBL, KFC has played a crucial role in both the league’s successful evolution and its recent growth and their brand remains synonymous with one of the world’s great T20 leagues.
“We are particularly pleased KFC has increased its support for the game as a whole including its longstanding relationship with our men’s and women’s national teams and the Weber WBBL.
“Cricket and KFC go hand-in-hand, and I would like to thank KFC for their ongoing support of our game.”
Sally Spriggs, Group Marketing Director, KFC Australia, said:
“For over 20 years, KFC and cricket have been the perfect combo so we’re thrilled to renew this partnership.
“Through this successful partnership, the KFC brand has become an integral part of cricket in Australia which continues to go from strength to strength. Whether it’s Bucketheads, the at-ground presence or the KFC Food Truck showing up to feed fans, our brand is woven into cricket and it’s something we’re excited to build on.”
Alistair Dobson, Cricket Australia’s General Manager, Big Bash Leagues, said:
“When fans think about the fun and excitement of the BBL they think about KFC.
“Our long-standing partnership has been a fantastic fit for both brands and I’m absolutely delighted it will continue.
“The BBL will keep innovating and growing as we continue our next growth phase, and KFC will play a key role in the next chapter of the league’s exciting story.”
ENDS
