CB Foods brought its A-game to the Super Final of the 2024–2025 season of the Jamaica Premier League (JPL) at the National Stadium on Labour Day.

Throughout the season the company, through its flagship brand CB Chicken and Bad Dawg, served as the Official Protein Sponsor, quietly fuelling teams behind the scenes.

“CB Group has always been committed to empowering people through education; it’s a big part of who we are and it’s where many of our partnerships have lived — like the CB Group UWI 5K,” said Nicole Hall, commercial marketing manager at CB Foods. “But we also believe in a well-rounded approach to empowerment. Sport brings discipline, teamwork, and confidence — and just like in the classroom we all have different talents that deserve to be nurtured.”

For the grand finals CB Foods stepped into the stands to close out the season with vibes and good food, alongside the fans in attendance. More than just a brand presence, it was a celebration of football culture, community spirit, and the power of good food bringing people together. CB Foods matched the energy of the game with flavour, giving fans a taste of what’s to come next season.

The company’s activation at the games tied into its messaging of “Good Food is a Good Mood”, reinforcing the joy, connection, and flavour that good food brings to great moments like football finals.

“A good game deserves good food. That’s why we’re proud to fuel not just the players on the field, but the fans in the stands,” said Hall. “It’s all part of creating an experience that brings people together — through sport, through community and, of course, through flavour.”

Popular comedian and broadcaster Dufton “Duffy” Shepherd engaged fans in the stands with giveaways. He rewarded attendees with CB Foods brand items like wave bandanas, shirts, hats, lunch kits, and fans. These were distributed to fans who followed the brand on social media or enthusiastically declared their love for CB Chicken. This interaction not only energised the stadium atmosphere but also enhanced the brand’s visibility throughout the venue.

“The energy at the stadium was electric, and being able to connect with fans on behalf of CB Foods made it even more meaningful,” said Shepherd, CB Foods brand host. “We weren’t just there to hype up the crowd; we brought the brands to life in a way people could feel. From fun football trivia to getting fans to shout their love for CB Chicken and Bad Dawg, it was vibes, flavour, and full fan engagement. As a proud CB Foods lover it’s exciting to see how food, culture, and football can come together to create something unforgettable.”

Owen Hill, CEO of Professional Football Jamaica Limited, praised the partnership.

“The collaboration with CB Foods has been both impactful and seamless,” Hill said. “From the very beginning they’ve shown true commitment, not just to the league’s success but to the broader development of our players and football ecosystem.”

Hill emphasised that CB Foods’ contributions have extended well beyond product sponsorship. “From nutritional support to enhancing the overall match day experience their involvement has been meaningful. These are the kinds of partnerships that boost morale, reward hard work, and elevate the level of professionalism within the league.”

Looking ahead, Hill expressed excitement for the seasons to come. “CB Foods is more than a sponsor; they’re a genuine partner in the growth of Jamaican football. We’re looking forward to expanding on what we’ve started and continuing to deliver even more impactful initiatives next season.”