Global fast-food restaurant chain KFC has agreed to sponsor the five New Zealand-based franchises taking part in this year’s Super Rugby competition.
The tournament, which brings together the leading regional rugby union teams from Australia, New Zealand and South Africa, kicks off its 2014 edition on February 15.
KFC will sponsor the Blues, Chiefs, Hurricanes, Crusaders and Highlanders, with the teams believing an integrated sponsorship approach can help to drive interest in Super Rugby among the youth market.
All 98 KFC stores in New Zealand will be decked out in their local team’s colours, with staff wearing limited-edition uniforms, while the fast-food giant will also promote Super Rugby through in-store and community schemes along with visibility across traditional and social media.
KFC is a long-time partner of the Condor Sevens school rugby tournament in New Zealand and its involvement in sport across Oceania extends to a kit sponsorship deal for Australia’s limited-overs national cricket teams