The commercial deal between Cricket Australia (CA) and international fast food chain KFC has been extended for the next three Australian cricket seasons.
Through a renewal unveiled earlier today, KFC will carry on as naming rights partner of the Big Bash League (BBL), the Australian domestic men’s Twenty20 competition.
Go deeper with GlobalData
In addition, KFC becomes an overall platinum partner of CA, through which the brand will also support the Women’s BBL, and the men’s and women’s Australian national teams.
GlobalData Sport has valued the most recent deal between CA and KFC – dating back to late 2022 – at $5.4 million annually.
Overall, the two parties have been partners since 2011, when the BBL launched and KFC was immediately installed as its naming rights partner.
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.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalData“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.”
CA’s most recent commercial activity came late last month, when a deal with Australian airline Qantas was extended and expanded. Qantas will now carry on as CA's official airline partner, and, in addition, will become the overseas tour partner for the national men's and women's teams.
Marc also saw a partnership with the Two Circles agency announced.
Current top-tier CA commercial partners – in addition to KFC and Qantas – include CommBank (although that long-term deal will end this June), Woolworths, Weber, Toyota, and Bet365, while NRMA Insurance is the naming rights partner for home test series'.
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.”
