Cricket Australia (CA) has announced a multi-year extension of its long-running partnership with KFC, securing the global restaurant chain’s role as a central supporter of Australian cricket for at least three more years.
The renewed agreement cements KFC’s position as naming rights partner of the Big Bash League (BBL) and elevates its overall involvement as a Platinum Partner of CA. KFC will also continue supporting the Weber WBBL and expand its presence in men’s and women’s international cricket.
“Cricket and KFC go hand-in-hand, and I would like to thank KFC for their ongoing support of our game,” said Ed Sanders, Cricket Australia’s Chief Commercial Officer. “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.”
The partnership, which began over 20 years ago, has become a fixture of the Australian summer. KFC’s association with the BBL has helped drive crowd engagement and fan experiences, with activations like the Buckethead campaign and in-stadium promotions becoming part of the league’s entertainment DNA. Nielsen Sports research has shown the CA-KFC partnership is consistently a sports industry-leader in sponsorship awareness, reflecting the legacy the partnership has established in more than twenty years and headlined by the much-loved KFC Buckethead promotion.
“For over 20 years, KFC and cricket have been the perfect combo so we’re thrilled to renew this partnership,” said Sally Spriggs, Group Marketing Director, KFC Australia. “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.”
KFC will also continue supporting grassroots and social impact programs, including the KFC Youth Foundation and its partners The Black Dog Institute and Reach Out, which promote mental health and wellbeing for young Australians.
Reflecting on the brand’s deep integration with the BBL, Cricket Australia’s General Manager of Big Bash Leagues Alistair Dobson said: “When fans think about the fun and excitement of the BBL they think about KFC.
“Our long-standing partnership has been a fantastic fit for both brands and I’m absolutely delighted it will continue.
“The BBL will keep innovating and growing as we continue our next growth phase, and KFC will play a key role in the next chapter of the league’s exciting story.”
