The 2025-2026 Jamaica Premier League (JPL) season wrapped up in spectacular fashion at Kingston’s National Stadium, where local food giant CB Foods turned the championship finals into a multi-sensory celebration of football, flavour, and Jamaican community through its flagship sausage brand Bad Dawg. Marking its second consecutive year as the league’s Official Protein Sponsor alongside its core brand CB Chicken, CB Foods delivered far more than product support, building an immersive fan experience that engaged attendees from the opening kickoff to the final trophy lift.
For CB Foods, the partnership with JPL is rooted in more than brand visibility—it aligns with the company’s core belief that sport acts as a unifying force that strengthens communities and empowers individuals. Nicole Hall, Senior Manager of Commercial Marketing at CB Foods, explained that the collaboration reflects the company’s values beyond sponsorship.
“This is our second year supporting the Jamaica Premier League as Official Protein Sponsor through CB Chicken and Bad Dawg,” Hall said. “We believe in lifting up Jamaican people, and sport does that uniquely: it builds discipline, teamwork, confidence, and bonds that hold communities together. All season long, we’ve fuelled players behind the scenes with our signature A Better Tasting Chicken, while bringing delicious food and positive energy to fans at matches across the island with our Bigga. Betta. Badda. Sausage.”
Unlike traditional sponsorships that stop at logo placement, CB Foods designed the Bad Dawg finals activation to create interactive, shareable memories for every fan in attendance. The centerpiece of the activation was the Bad Dawg “Dawg House”, a custom photo experience that invited attendees to capture their match-day moments, while the brand’s energetic team of Bad Dawg Ballers circulated through the stands to distribute branded merchandise—including thunder sticks, hand fans, wave rags, and limited-edition Bad Dawg Baddie and Top Dawg T-shirts—keeping crowd energy high from pre-game warmups to the final whistle.
The brand built excitement for the finals long before the championship match, launching a popular promotion during the semi-final round: every purchase of Bad Dawg products entered fans into “Bingo with Bad Dawg”, where lucky participants took home cases of Bad Dawg sausages and streaky bacon. For the Super Finals, Bad Dawg upped the ante with a hidden Golden Ticket promotion, placing hundreds of free product vouchers under random seats across the stadium. When the iconic Bad Dawg jingle blared through the National Stadium’s speakers, fans rushed to check their seats, turning a brief break in play into a stadium-wide interaction that had the crowd on its feet. By the end of the day, more than 150 free Bad Dawg products had been claimed, creating countless joyful moments for attendees.
The activation ties directly into CB Foods’ overarching brand campaign “Good Food Made to Share”, which emphasizes how food serves as a catalyst for connection, celebration, and shared joy. Whether fans were cheering on their favorite team, reacting to a last-minute goal, or gathering with friends and family to soak in the biggest football event of the Jamaican season, CB Foods used bold flavour to enhance the experience for everyone in attendance.
Owen Hill, CEO of Professional Football Jamaica Limited (PFJL), which operates the Jamaica Premier League, praised the longstanding partnership as a model for private-sector support of local sport. Hill noted that the collaboration is built on shared national pride and a mutual commitment to growing Jamaican football from the grassroots up.
“CB Foods isn’t just a sponsor for the JPL—they’re a truly invested partner in the growth of our sport, our clubs, and the communities that turn out to support Jamaican football week after week,” Hill said. He added that the company’s impact extends far beyond product donations or logo placement: “Through thoughtful fan activations, consistent community engagement, and year-round support across the entire season, CB Foods hasn’t just improved match-day experiences for our fans—it’s strengthened the deep-rooted connection between football, food, and Jamaican culture that makes our league so special.”
When the final whistle blew, Portmore United claimed the JPL championship title with a win over Cavalier, capping off a thrilling season of top-tier Jamaican football. But off the pitch, the partnership between CB Foods and the JPL delivered another win: a celebration that centered fans and highlighted the unique role football plays in Jamaican national life. While the players lifted the trophy on the pitch, CB Foods created unforgettable memories in the stands, proving that when food, sport, and community come together, the result is a celebration that resonates far beyond the final score.