KFC Announces Brand Partnership With Jamaican Olympic Athlete

KFC has announced a new brand partnership with a promising Jamaican Olympic athlete, which is the brand’s latest effort to appeal to a new audience.

The Jamaica Gleaner is reporting that 19-year-old Jaydon Hibbert, the World Under-20 record holder who is also fifth in the world for the Men’s Triple Jump, has inked the deal on the eve of the Paris Olympics. Hibbert will now lead Jamaica’s medal aspirations in the triple jump at the Olympics in Paris in addition to holding the current global under-20 record in the sport. In August, Hibbert will also compete for Jamaica at the World U20 Championships in Lima, Peru.

Outside of his sporting efforts, Hibbert will also now appear in KFC’s marketing campaigns in the island nation as part of his new brand partnership with the fast-food chicken-themed restaurant.

“KFC is a long-time supporter of Jamaican sports and athletes,” said Andrei Roper, marketing manager at Restaurants of Jamaica, the owner of Jamaica’s KFC franchise, in a statement to the outlet. “We believe in investing in our nation’s talented youth, and so we are extremely excited to partner with one of Jamaica’s brightest young sporting talents. We are pleased to welcome Jaydon to the KFC family, and we are delighted to be a part of his journey.”

Roper’s statement continued: “Jaydon’s attitude and dedication towards track and field has been commendable. He aligns perfectly with everything we hold dear at KFC — leadership, discipline, commitment, dedication, community, nation-building, and all-around Jamaican excellence. He is a great role model for young athletes. We look forward to what will undoubtedly be a great partnership and are confident he will represent us, both KFC and Jamaica, well at the upcoming 2024 Paris Olympics.”

Hibbert, too, was excited about his upcoming partnership with the fast-food giant. “I’m really excited to be partnering with KFC for this Olympic season,” he said in a statement to the outlet. “It is an honor to be named the first track and field brand ambassador for KFC. Whenever I land in Jamaica, KFC is always my first stop, so this opportunity to represent the brand is truly special to me. I’m excited to see what the future holds. Without question, it’s a big deal!”