KFC signs exclusive deal with News Corp’s fantasy game SuperCoach

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 23 January 2020
 
SuperCoach

KFC has nabbed the exclusive naming rights for SuperCoach, a fantasy sports game owned by News Corp.

The deal extends across the AFL, NRL and BBL and marks the first time a single brand has secured the exclusive rights across all three codes.

The fantasy sports game attracts 625,000 players across the three codes, as well as horse racing.

“KFC SuperCoach engages fans like no other sports media property, providing KFC with category exclusivity in a highly competitive market,” Lou Barrett, News Corp Australia’s managing director of national sales says.

“We’ve worked closely with KFC to identify and target sports fans - from the totally obsessed to the more casual - to create a solution that resonates with the larrikin tone of both KFC and our sport-obsessed audience.”

As part of the first phase in a series of integrated campaigns for KFC, Newsamp developed a campaign running across News Corp’s broadcast, video, audio and publishing assets.

Since launching in 2009, SuperCoach has gone on to attract a bigger audience than the official sporting bodies’ fantasy game, with players averaging eight hours a week with the game.

Gaming has been increasing in popularity in Australia, with a PwC report estimating the gaming and esports sector will more than double to $7.1 billion in 2023 from $3.45 billion in 2018.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus