Contract involves the right to publicize the brand in the country in association with the league
KFC Brasil announced the official sponsorship of the National Football League (NFL) in Brazil. The contract involves the right to promote the brand in the country in association with the league, exclusively in the Fried Chicken segment.
KFC’s commercial presence also includes insertions during Super Bowl LVIII, which will take place on September 11th in Las Vegas.
“The NFL has everything to do with KFC, as both come from an American culture that has increasingly won over the Brazilian public. This is another step for the brand towards synergy with different audiences and, mainly, with the sports audience”, he explained Alex BX, CMO of International Meal Company (IMC), the company responsible for the KFC master franchise in Brazil. .
Furthermore, KFC increasingly wants to value its American origins, while creating synergies and sharing similarities with the Brazilian public.
“Just like in Brazil, in the United States it is quite common for people to gather at each other’s houses to watch their favorite teams’ games. In this case, a bucket of chicken or even a sandwich is a great option for moments with friends” , concluded the executive.
NFL games are broadcast on RedeTV!, ESPN and also on NFL Game Pass, available on DAZN.
“We are excited to work with KFC in Brazil for the first time, a brand that continues to drive its efforts across the country. Brazil is a significant market for the league as we expand our sport around the world, and we look forward to engaging current fans and new ones through this partnership”, added Michelle Webb, vice president of international sponsorship at the NFL.