Fast-food chain KFC has become a sponsor of the five New Zealand-based Super Rugby sides.
The one-year agreements, aimed at attracting a younger audience to rugby union, will see all 98 of the chain’s New Zealand stores decorated in the colours of their local team, whether it be the Blues of Auckland, Canterbury’s Crusaders, Waikato’s Chiefs, the Wellington-based Hurricanes or Otago’s Highlanders. KFC staff will also don specially-made team uniforms.
The agreement will be promoted via social media where KFC’s Facebook followers will be given the opportunity to win a range of Super Rugby prizes.
Jamie McKaughan, KFC's general manager of operations, commented on the deal: “KFC and rugby are Kiwi favourites. We’re both about gathering family and mates to enjoy something, whether it’s a meal or a great game.
“KFC’s offering some great activities and competitions throughout the season to help people get more involved, including our sponsorship of popular gaming apps Virtual Rugby and Fantasy Rugby, which will be combined and rebranded as Dream Team.”
Michael Redman, the chief executive of the Blues, added: “We are delighted that KFC stores and staff across our franchise region will show their support for the Blues this season. We believe KFC will add great value to the presentation of our game.”
The 2013 Super Rugby competition was won by the Chiefs who defeated the Canberra, Australia-based Brumbies 27 – 22 in the Grand Final.