KFC signs Sky Sports sponsorship deal
February 13, 2023
By Nik Roseveare
Kentucky Fried Chicken (KFC) and Sky Media have announced a partnership that sees KFC Delivery become the Official Delivery Partner for Sky Sports. The multi-platform partnership deal, brokered by Mindshare, builds on KFC Delivery’s broadcast coverage sponsorship of the World Cup (on ITV) and will develop the brand’s existing creative (developed by Mother London) to feature voiceovers from a trio of Sky Sports’ commentators.
Starting immediately, the partnership will run for 18 weeks across iconic sporting events including the Premier League, English Football League One, Women’s Super League, Scottish Professional Football League, The Ashes, and Formula One.
The idents showcase fans struggling to get their KFC takeaway home in time for the start of a sporting event, and will have voiceovers from Sky Sports commentators Bill Leslie, Ebony Rainford-Brent, David Croft and Pien Meulensteen, announcing KFC Delivery as the Official Delivery partner. The campaign will run across Sky Sports’ wrange of platforms including Linear TV, SkyGo, SkySports.com as well as the channel’s app and Social channels (YouTube, Facebook and Instagram).
Aislinn Campbell, Senior Brand Manager at KFC UK&I said: “We’re very excited to be building on the success of last year’s ITV sponsorship by teaming up with Sky Sports. With an impressive line-up of sporting events, Sky Sports is the perfect way for us to bring KFC Delivery home to fans of all sports. We’ve revamped our ads with the voices of some Sky Sports legends to put KFC Delivery at the heart of the action, which we hope people will recognise and love.”
Sarah Jones, Director of Planning at Sky Media said: “We’re thrilled to have KFC Delivery as the Official Delivery Partner for Sky Sports and help grow the exposure of their new service to loyal sports fans. There’s nothing quite like our audiences’ passion for live sport and we’re really excited to see KFC Delivery fuel that fandom in a way that’s contextually relevant.
Sam Grindey, Business Director at Mindshare said: “We’re pleased to have played a role in bringing the partnership between KFC Delivery and Sky Sports to fruition. This contextual partnership is a significant step for KFC’s Delivery service and aligns with its long-term plan to make delivery relevant to as many home occasions as possible. Similarly, considering the variety of sports that Sky Sports offers, this collaboration presents a huge opportunity.”