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In an attempt to underscore the healthy positioning of its new grilled chicken line, Kentucky Fried Chicken is linking with AVP, the beach volleyball league.
The two-year deal, which starts this month, includes a Grill Zone for player interviews as well as title sponsorship to the Crocs Cup Championships in Chicago on Aug. 27-30. KFC replaces McDonald’s, which had been with the AVP since 2002.
Javier Benito, evp-marketing and food innovation at KFC, said there is a “natural connection” between Kentucky Grilled Chicken and the AVP.
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