Fast food giants Kentucky Fried Chicken (KFC) and the National Football League (NFL) have signed a new deal making KFC's world-famous chicken wings the 'Official Wing Sponsor' of this year's NFL Playoffs and Super Bowl XLIII.
The sponsorship includes extended rights for the fast food chain, including being able to show the NFL shield and the Super Bowl logos on KFC's Wings buckets and on 32-ounce NFL promotional drink cups and other packaging, as well as television advertising, online presence and in-store promotions.
Javier Benito, executive vice president of marketing and food innovation for KFC, said: "It seems only fitting for America's favourite chicken wing to sponsor America’s favourite sport on the game’s biggest stage."
He added, "It’s exciting for KFC to have 'wing season' news to share during the NFL Playoffs and Super Bowl."
The National Chicken Council reports that the Super Bowl is the peak of the 'wing season', with Americans eating more than 90 million pounds of chicken wings during the weekend of the game.
Length of contract: 1 year
Annualised value: US$1 million
Overall value: US$1 million