Cricket Australia (CA) has extended the long-term running deal with KFC and expanded further by covering naming rights to the Big Bash League (BBL) and new rights around women’s cricket. KFC will continue as the Title Sponsor of the BBL. In addition, it has acquired new rights around the Women’s BBL and women’s national team matches.
KFC started its association with CA in 2011-12 since the inception of the BBL. Earlier this year in August, fast-food competitor brand McDonald’s tried an attempt to take over the league with a higher offer, but was rejected by CA.
As per the sources, McDonald’s was offering A$10m per year, compared to A$8m per year from KFC. CA has a longstanding association with KFC, and hence opted for loyalty over monetary benefits. KFC has played a major role behind the league’s success because of its energetic strategy that completely aligns with BBL.
CA and KFC have been able to offer delight and fun to families across Australia through a good partnership, and would like to continue the same without any substitute runner. KFC has also been very successful in terms of the brand activation during BBL.
Alistair Dobson, CA head of Big Bash Leagues said, “Whether it be collecting a colourful Buckethead or attempting to catch a Bucketball free hit in the crowd, the fan-first initiatives developed alongside KFC form a crucial part of the BBL’s identity.”
The Buckethead campaign includes special KFC meal buckets that could double up as hats for fans attending games. CA last week also secured a new sponsorship deal with Vodafone for rights around men’s test matches, women’s national team matches and the Women’s BBL.