How KFC uses brand sponsorship to enhance the sporting experience

Oliver Wilson

Ogilvy's Oliver Wilson looks at what KFC has done in Australia and explains how to supercharge a basic sports sponsorship in just a few steps and successfully create a distinctive brand asset.

This article is part of a Spotlight series on sports and sponsorships in Australia. Read more

A quick glance around any stadium or broadcast reveals a colourful mess of logos. It seems like every brand wants a bite of the sponsorship pie, but it’s difficult to get them right and make them more than an exercise in shallow salience alone.

An articleby Dan Collier-Hill revealed that “clutter” in Tier 1 Australian sport is growing at 14% year-on-year and that brand recall is down by 29%. There are more brands than ever associated with Australian...

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