Why KFC Jamaica is My Favorite Sports Sponsor
And why Grand Slam Track is their newest partner
Whatsup Squad,
Grand Slam Track, the new track league founded by 4x Olympic Champion Michael Johnson, kicks off today in Kingston, Jamaica.
But great sporting events don’t run on talent alone. They also need funding.
And that’s where sponsors come in.
According to PWC, the global sports sponsorship market is expected to grow to $109 billion by 2030.
When it comes to Jamaica, one brand continues to show up: KFC.
Zooming in on Grand Slam Track
Grand Slam Track (GST) is a high-profile event.
From the Caribbean and the United States to Europe and Asia, a plethora of global broadcast deals will bring the league’s inaugural Slam to fans in 189 countries and territories worldwide.
GST features
The fastest men and women in the world racing head to head
The largest racing purse in history over a full season
4 Slams (Kingston, Los Angeles, Miami, and Philadelphia)
And ahead of their inaugural Slam, GST revealed their sponsors.
They announced Rekortan as official Track Partner.
The company played a key part in resurfacing the track at National Stadium in Kingston, Jamaica.
Rekortan will support with track quality and maintenance, warm-up areas, equipment provision, and other sports surfaces.
GST also announced Drip Water as its Official Water Partner.
Drip Water will support competitors by providing naturally filtered mineral water in sustainable aluminum cans at Slams in Kingston, Miami, Philadelphia, and Los Angeles.
While both of these partners are new to sports sponsorship in Jamaica, there is one familiar brand back on the scene.
KFC and GST
KFC’s sponsorship with GST goes beyond the usual logo placement.
Owned by Restaurants of Jamaica (ROJ), KFC Jamaica is taking an active role in supporting the event's operations and participants.
By providing meals for 1,200 staff and volunteers, as well as granting free access to 1,500 high school students, KFC is ensuring the event's success while also giving back to the local community.
This strategic partnership allows KFC to enhance its brand image by aligning with a high-profile sporting event that resonates with its target audience.
For GST, KFC's involvement is crucial, providing the necessary resources to fuel their inaugural event in Kingston.
And this isn’t a one-off.
KFC’s Commitment to Jamaican Sports
Businesses have long recognized the power of sports sponsorships as a platform to build their brands.
And KFC Jamaica is no exception, sponsoring leagues, federations, teams, and athletes across the island nation.
For context, KFC has had a presence in Jamaica since 1975. Owned by Restaurants of Jamaica (ROJ), there are now 41 locations across the country.
And the KFC Jamaica team regularly ranks in the Top 10 KFC Markets globally.
Most recently, led by Marketing Manager Andrei Roper, the company became the first corporate sponsor to commit to the Jamaica Women's Premier League.
The brand was also a proud sponsor of the Reggae Girlz ahead of their historic FIFA Women's World Cup campaign in 2023, further demonstrating their commitment to elevating women's sports.
KFC's support also extends beyond just the highest levels of competition.
They have made substantial investments in the Jamaica Basketball Association (JaBA) and the Inter-Secondary Schools Sports Association (ISSA) Schoolboy Football competition.
With the rise of social media, athlete sponsorship (for KFC and for brands around the world) has also emerged as a crucial strategy.
In the last few years alone, KFC struck deals with star Jamaican footballer Bunny Shaw and Olympian Jaydon Hibbert (his first brand ambassador deal).
By partnering with athletes, brands leverage the unique influence of these individuals to foster deeper consumer connections.
Nielsen Sports indicates that 78% of sports fans are more inclined to purchase a product endorsed by their favorite athlete.
Increased brand awareness and positive community perception can translate into higher customer loyalty and increased sales.
KFC Jamaica’s unwavering support for sports, from track and field to basketball, has been instrumental to the growth of the entire sports ecosystem.
Final Thoughts
Corporate sponsorships have emerged as a crucial component in the development of sports ecosystems, particularly in emerging markets.
By investing in Jamaican sports at all levels, from grassroots competitions to elite international events, KFC has positioned itself as a true champion of the entire industry.
Every country needs a KFC Jamaica — a brand that is willing to take a chance on nascent leagues, underfunded teams, and emerging athletes.
It’s not just lending support when it's needed most. It’s smart business.
P.S. KFC in Jamaica is not the same as KFC in the States. If you haven’t tried it, you’re missing out!
Until next time ✌🏾
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