KFC BIG BASH
RENEGOTIATION

Understanding the value of sport
through metrics and insights.

The Challenge

The KFC Big Bash League is a highly sought after sponsorship and delivers one of the best media value returns in Australia. KFC has had a long and successful partnership with Cricket Australia and has enjoyed significant awareness and fan engagement levels over this time. However, heading into the renewal discussions IQ was very aware of the intense competitive environment within the Quick Service Restaurant category.

Our Task

To lead the renegotiation with Cricket Australia, ensuring KFC could secure their partnership at market rate, include flexibility in their term and identify where the value was in new and existing assets.

The Solution

With an understanding of the external market dynamics and in-depth knowledge of the sporting landscape, we were able to use insights and partnership performance to negotiate an optimal renewal fee plus additional benefits that would further deepen fan engagement and ensure continued brand relevancy. Some of these new benefits included Major Partner of the Women’s Big Bash League and reconfiguring grass signage for retailing messaging.