KFC Locks in Long-Term Future with Canterbury-Bankstown Bulldogs Until 2028

The Canterbury-Bankstown Bulldogs have finalised a three-year partnership extension with fast-food giant KFC Australia. The new agreement ensures the multinational brand will remain a cornerstone sponsor of the National Rugby League (NRL) club until at least the end of the 2028 season.

Under the terms of the renewed deal, KFC will maintain its prominent branding inventory as the club’s Official Quick Service Restaurant Partner, retaining its position as the Official NRL Upper Back Partner and Official NRLW Lower Back Partner.

The extension represents a significant period of stability for the Canterbury-Bankstown commercial portfolio. Since initially joining the Bulldogs organisation in 2023, KFC has aligned itself with a powerful resurgence for the Belmore-based club. This era has yielded record-breaking crowds at Accor Stadium and back-to-back finals appearances for the men’s first-grade squad—a feat not achieved by the club since the 2015-2016 seasons. 

Bulldogs Chief Executive Officer Aaron Warburton emphasized that the multi-year extension reflects the immense commercial strength and shared values between two of Australia’s most recognizable brands.

“KFC has been an incredible, fan-first partner for a number of years, and we’re absolutely thrilled to extend this partnership through to 2028,” Warburton said. “Their commitment to the Bulldogs Family and our community is outstanding, and we couldn’t be prouder to have them continue this journey with us.”

From a marketing perspective, the alignment leverages the intense loyalty of the rugby league demographic. KFC Chief Marketing Officer Sally Spriggs highlighted the strategic synergy between the fast-food giant’s corporate identity and the passionate fan base driving the Bulldogs’ current off-field growth.

“KFC and footy are a great match, and partnering with a club as iconic and passionate as the Bulldogs takes it to another level. The energy their supporters bring is what makes the game so special,” Spriggs said. “We’re proud to continue backing both the men’s and women’s programs and look forward to creating many more memorable moments with the Bulldogs community, on and off the field.”

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.