Rugby League World Cup 2017 announced KFC as the official quick service restaurant of the tournament, according to B&T. KFC will receive "integration through key assets including brand messaging via the video referee board during try referrals and virtual on field signage at matches played in Australia and New Zealand." The RLWC2017 and KFC are also working together on a "number of fan engagement initiatives and activations to be rolled out during the five-week tournament" (B&T, 5/29).
'TRAGEDY FOR PUBLIC HEALTH': RADIO NEW ZEALAND's Eva Corlett reported the deal has been called a "cynical move to get children addicted to fast food." Obesity expert Robyn Toomath said that pairing brands like KFC with elite sports was "a tragedy for public health and an advertising coup for the chain." Toomath added, "When you advertise something that is inherently bad with something that is recognized as inherently good, you get the 'halo effect.' The bad thing gets elevated into an arena where people think it is a terrific thing." Consumer NZ CEO Sue Chetwin said that the advertising was "targeted primarily at children." Chetwin: "[KFC] is doing it because they want to build up a life-long addiction to their food." She added that the link between fast food, obesity and rugby league fans was particularly "insidious" (RADIO NZ, 5/30).
NECESSARY EVIL: NEW ZEALAND NEWSWIRE reported New Zealand Health Minister Jonathan Coleman, who is also minister for sport & recreation, said that it "has to be considered whether the benefits outweigh the costs." Coleman said that fast food companies advertising through sport sponsorship was "not new," with McDonald's also supporting sports across New Zealand. Coleman added, "You've got to look at do the benefits outweigh the potential costs? The fact is a lot of sport in New Zealand, right down to the community level, wouldn't take place without this type of sponsorship" (NZN, 5/30).
'KIWI FAVOURITES': RADIO NZ's Russell Palmer wrote the deal has "caused a ruckus," but other sporting codes have also "taken money from businesses in health advocates' firing lines." KFC is already a major sponsor of all five New Zealand Super Rugby clubs -- the Blues, Chiefs, Hurricanes, Crusaders and Highlanders. KFC GM Jamie McKaughan said, "KFC and rugby are Kiwi favourites." KFC has also "long been a sponsor" of New Zealand's national secondary school sevens rugby tournament, the Condor Sevens. And "across the ditch," the Australian Big Bash League and Women's Big Bash League are also sponsored by the franchise (RADIO NZ, 5/30).
