The Australian cricket governing body, Cricket Australia (CA) and KFC, the international fast-food chain, have extended their deal for the upcoming three Australian cricket seasons.
Per the development, KFC will continue to be the naming rights partner of the Australian domestic men’s T20 competition, Big Bash League (BBL).
In addition, the Kentucky-based food joint has also become CA’s overall platinum partner, which will include Women’s BBL and the men’s and women’s Australian national teams.
The two parties involved have been in association since 2011.
Ed Sanders, Chief Commercial Officer at Cricket Australia, has said, “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.”
Sally Spriggs, KFC Australia’s Group Marketing Director, added, “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.”
Earlier this year, Cricket Australia Live App entered into a partnership with HCLTech and Microsoft to venture into a new era of fan engagement.