KFC has reaffirmed its commitment to Australian cricket by extending its title sponsorship of the Big Bash League (BBL) for another season. This decision comes as the tournament experiences a surge in viewership, highlighting its growing popularity among fans. Commenting on the extension, Cricket Australia CCO, Ed Sanders, said: “We are absolutely delighted that we […]
KFC has reaffirmed its commitment to Australian cricket by extending its title sponsorship of the Big Bash League (BBL) for another season.
This decision comes as the tournament experiences a surge in viewership, highlighting its growing popularity among fans.
Commenting on the extension, Cricket Australia CCO, Ed Sanders, 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,” he said.
KFC Australia group marketing director, Sally Spriggs,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,” Spriggs said.
As the BBL continues to evolve, the combination of increased audience engagement and the potential for private equity investment has created a compelling landscape for stakeholders in the sports industry.
KFC’s ongoing sponsorship not only reinforces the brand’s association with cricket but also reflects a strategic alignment with the league’s expansion and commercial opportunities.
This development marks a significant reinforcement of the partnership between KFC and the BBL, indicating continued confidence in the tournament’s capacity to attract fans and generate interest.
As the BBL positions itself for further growth, KFC aims to leverage this partnership to deepen its connection with the cricket-loving audience across Australia.
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