News
MARKETING | Staff Reporter, Australia
view(s)

KFC bags naming rights sponsorship for Big Bash League

The Big Bash League seals the partnership deal with its first major sponsor, and also long-time cricket supporter, KFC, backing the new league and Australian Twenty20 in a three-year naming rights deal.

The new eight-team domestic T20 competition will be known as the KFC T20 Big Bash League.

Each team will be required to contract a minimum of 14 up to a maximum of 18 players during the KFC T20 Big Bash League Player Contracting Window. This will be open at 9am on Thursday 30 June and close at 5pm on Friday 22 July.

For six years, KFC has played an important role in Australia’s cricket community, partnering with Australian International and domestic cricket and supporting Cricket Australia’s charity partner, McGrath Foundation. According to CA’s Mike McKenna:

“KFC has been integral to T20 cricket’s phenomenal growth since the format was introduced in Australia in 2005
and has shown its clear commitment to the Big Bash League and our vision for domestic T20.

“KFC’s backing of Australian cricket extends from the elite to the community level, with its grassroots program
donating more than $200,000 to club cricket over two years and its association with the McGrath Foundation raising
more than $300,000 last season. Its support of the league in particular will help us grow the game and build on the
success of the Big Bash.

KFC Australia’s Chief Marketing Officer Nikki Lawson said:

“Cricket and KFC are both a big part of the Australian summer passions and as the major sponsor of the new Big
Bash League, KFC is able to help give Australian fans more of the cricket they love.

“Cricket forms an integral part of the KFC journey in building the brand and encouraging a balanced lifestyle which
includes regular exercise. We are looking forward to an exciting summer ahead.”

Mike McKenna added:

“T20 has been the success story of the past decade and the game’s booming popularity has forced a lot of sports
around the world to experiment using its formula – short, explosive, fan- and TV-friendly entertainment – in a bid
to win new fans. It’s considered the benchmark in world sport and others would love to have the opportunity we’ve
got.

“Planning for the new league is gathering momentum and some of the key features of the new competition will be
revealed over the next few weeks.

“The team logos and uniforms are unlike anything Australian cricket has seen. They’re bright, bold and a radical
departure from tradition. Everyone will get a first look when the KFC T20 Big Bash League is launched on 27 July.

“Before the launch, teams will be able to sign players and build their playing lists. The initial three-week KFC T20
Big Bash League Player Contracting Window will start next Thursday, 30 June, and close on Friday 22 July. During
that time, teams can sign up to 18 players, including up to two from overseas.

“Everyone is up for grabs. Teams and players are able to negotiate freely, so there’ll be a lot of discussion on who
teams should sign and debate about the quality of each team’s list.”

The KFC T20 Big Bash League will kick-off on 16 December 2011 with live and exclusive coverage on FOX
Sports, and will be played during the Christmas and New Year holidays. Teams that make the KFC T20 Big Bash
League Final qualify to participate in the world’s pinnacle of domestic cricket, the Champions League Twenty20 tournament in 2012.

Further major announcements, event and milestones that will be happening from now to the first ball on 16
December can be seen on the timeline published today by the KFC T20 Big Bash League. It includes details on
ticket sales, the league advertising campaign and when team playing lists have to be finalized. 

Do you know more about this story? Contact us anonymously through this link.

Click here to learn about advertising, content sponsorship, events & rountables, custom media solutions, whitepaper writing, sales leads or eDM opportunities with us.

To get a media kit and information on advertising or sponsoring click here.