KFC has extended and expanded its sponsorship of cricket
The deal extends Big Bash League (BBL) naming rights partner and new commitments with the rebel Women’s Big Bash League and the Australian Women’s National Team.
KFC’s cricket relationship is now entering its 17th season. The brand is synonymous with the BBL, serving as naming rights partner since the League’s inception in the 2011-12 season.
From the 2020-21 season, he KFC brand will be involved at rebel WBBL|06 and Australian Women’s National Team matches.
Anthony Everard at Cricket Australia says KFC’s contribution to the BBL’s success over the past ten seasons had been enormous.
“When the KFC BBL was launched into the market a decade ago, few could have imagined the instant and profound impact it would have on the summer of cricket,” Everard says.
“Throughout that time, we’ve been exceptionally grateful to have the support of KFC, an iconic global brand whose energetic strategy perfectly aligns with the BBL and was a key component in the League’s success.
“We’re delighted that KFC have not only extended their naming rights partnership with the BBL, but also extended their support across the rebel WBBL and Women’s National Team, demonstrating the strength of cricket’s position in the Australian summer.”
Kristi Woolrych, KFC’s CMO, is excited that KFC Bucketheads are back on heads for another year.
“We’re excited to broaden KFC’s support for Aussie cricket which includes the women’s national team as well as the rebel WBBL,” says Woolrych.
“We’re also thrilled to be extending our partnership as the naming rights sponsor of the KFC BBL in what is our tenth successful year together.
“The KFC BBL has come a long way in the past decade and given the fun, and free-spirited nature of the game, KFC and the BBL are the perfect match.”
The extension of KFC’s BBL sponsorship comes as Seven CEO James Warburton criticised Cricket Australia, labelling the summer season as an “acceptable product” and even threatening to scrap its broadcast contract if it doesn’t deliver.
A particular concern of the network was the declining audience of BBL, and the potential lack of high-profile players due to restrictions around coronavirus.
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