O KFCsales leader in the fried chicken segment in Brazil, announces the official sponsorship of the National Football League (NFL), the largest American football league in the world and the most popular sport in the United States. The contract involves the right to advertise the KFC brand in the country in association with the NFL, exclusively in the fried chicken segment.
Each year, the NFL expands its presence in the country and attracts more Brazilian fans. Currently, the NFL has more than 38 million fans across the country, an extremely relevant number for KFC, a brand that has made significant progress nationally in recent years.
“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”, says 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”, concludes the executive.
NFL games are broadcast on RedeTV!, ESPN and also on NFL Game Pass, available on DAZN. KFC’s commercial presence also includes insertions during Super Bowl LVIII, where millions of viewers await not only the result of the match, but also the iconic Halftime Show, which this year will feature a performance by Usher.
“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 and new fans through this partnership,” comments Michelle Webb, vice president of international sponsorship at the NFL.
Promotion from NFL combos
To further reinforce KFC’s partnership with the league in Brazil, the chain is also launching the KFC x NFL campaign, which offers consumers customized buckets with elements of the sport. There are two special promotions: one for family size, to share with up to three people, and the other for an individual portion.
The NFL Mega Bucket Combo costs R$99.90 and includes 14 chicken strips, three 400ml soft drinks, a potato bucket and entitlement to three NFL buckets. J the NFL Combo, for R$34.90, consisting of four chicken strips and a 400ml soft drink along with the NFL bucket. Other offers with the NFL Bucket can still be seen on delivery apps. The promotion is valid until February 11th.
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