From the first whistle to the final celebration, the National Stadium was filled with football, flavour, and pure vibes as CB Foods Ltd closed out the 2025–2026 Jamaica Premier League season with an unforgettable Finals experience led by Bad Dawg.

As the Official Protein Sponsor of the Jamaica Premier League for the second consecutive year, CB Foods continued to fuel the game both on and off the field through its flagship brand, CB Chicken and Bad Dawg. For the Finals, CB Foods elevated the experience even further with flavour, giveaways, entertainment, and high-energy fan activations throughout the stadium.

Nicole Hall, Senior Manager – Commercial Marketing at CB Foods, shared that the partnership goes beyond sponsorship and reflects the company’s belief in the power of sport to bring people together.

“This marks our second year partnering with the Jamaica Premier League as the Official Protein Sponsor through our flagship brands CB Chicken and Bad Dawg. We believe in empowering people, and sport plays a powerful role in that by building discipline, teamwork, confidence, and community. Throughout the season, we’ve been proud to fuel teams behind the scenes with A Better Tasting Chicken while bringing good food and good vibes to fans at matches islandwide through the Bigga. Betta. Badda. Sausage.”

Throughout the Finals, CB Foods focused on creating experiences that extended far beyond food sales. Fans interacted with the Bad Dawg “Dawg House” photo experience, while the brand’s energetic Bad Dawg Ballers kept the stadium buzzing by distributing branded thunder sticks, fans, wave rags, and exclusive Bad Dawg Baddie and Top Dawg T-shirts across the venue.

This football fan grabbed a quick bite before heading into the game.

Bad Dawg also brought excitement directly into the stands through interactive fan promotions and surprise activations. During the semi-finals, every Bad Dawg purchase gave patrons the chance to “Bingo with Bad Dawg” for the opportunity to win a case of Bad Dawg sausages and streaky bacon.

For the Super Finals, the Baddest Dawg in Town turned the energy up another level with hidden Golden Tickets placed beneath seats throughout the stadium. Once the iconic Bad Dawg jingle echoed through the venue, fans rushed to check beneath their seats, with lucky winners redeeming free Bad Dawgs at the vendor station.

More than 150 Bad Dawgs were given away throughout the activation, creating memorable moments filled with excitement, crowd interaction, and the unmistakable flavour of the Bigga. Betta. Badda. Sausage.

The activation tied directly into CB Foods’ “Good Food Made to Share” messaging, reinforcing the role food plays in creating connection, celebration, and shared experiences. Whether cheering from the stands, celebrating goals, or enjoying the Finals atmosphere with friends and family, CB Foods used flavour to help amplify one of Jamaica’s biggest football moments.

Owen Hill, CEO of Professional Football Jamaica Limited (PFJL), praised the continued partnership and the impact CB Foods has had on the league experience.

“The partnership between the Jamaica Premier League and CB Foods has been one built on shared national pride and a genuine commitment to the growth of Jamaican football. CB Foods has consistently demonstrated that they are more than just a sponsor — they are an invested partner in the development of the sport, the clubs, and the communities that support the game week after week.”

(From left) Samantha Fisher, Assistant Brand Manager at CB Foods, Demoy Henry, Trainer at Portmore United FC, Alexandra McNamee, Marketing Coordinator at CB Foods celebrate Portmore United FC’s win over Cavalier in the JPL final.

Hill added that the company’s contribution extended well beyond product support.

“Through strategic activations, community engagement, and consistent support throughout the season, CB Foods has helped elevate the match-day experience for supporters while strengthening the connection between football, food, and Jamaican culture.”

As another exciting JPL season came to a close, the partnership between CB Foods and the league once again highlighted the deep connection between football, culture, and community in Jamaica. While champions, Portmore United were crowned on the field, CB Foods created unforgettable moments in the stands through bold flavour, fan engagement, and high-energy experiences led by Bad Dawg and CB Chicken, helping turn the Finals into a true celebration of the game and the people who love it.