KFC highlights fears as pay dispute continues
MULTI-MILLION-DOLLAR Big Bash naming rights sponsors KFC has turned up the heat on Cricket Australia to immediately resolve the pay crisis railroading the game.
KFC pours an estimated $3.5-$4 million into the game each year as one of CA’s top three corporate partners and its concerned call for administrators on both sides of the fence to realise the ugly war is killing the sport reflects growing anxiety and frustration among cricket’s leading sponsors.
Leading corporate partners have been left badly exposed by cricket’s lapsed pay agreement because CA no longer controls the players’ image rights and is therefore unable to provide the protection against ambush marketing that giants like Qantas, Commonwealth Bank and Optus have forked out millions for.
While several of the sport’s corporate partners yesterday played down the drama, others were outright damning of CA’s complete loss of control, with more than 230 players out of contract and no longer available to them.
KFC has supported CA since 2003 and, as well as backing the successful Big Bash League. it has also been naming rights sponsor for the Australian Twenty20 side.
“The dispute between Cricket Australia and the Australian Cricketers Association is unfortunate and one we hope will be resolved amicably as soon as possible for the benefit of the game,” a KFC spokesman said.
Another sponsor, the Commonwealth Bank, declined to comment when approached.