VETERAN broadcasters whose work has helped shape Jamaica’s media landscape and connect with audiences across generations will be honoured with the KFC Big Deal Awards for Excellence in Broadcasting at this year’s staging of the Sterling Gospel Music Awards.

This will mark 10 years of the awards which celebrate and recognise excellence in Jamaica’s gospel music industry.

KFC Jamaica is marking a milestone of its own, returning for its ninth year as the event’s longest-serving sponsor.

The renewed partnership was announced during Sterling’s 2026 media launch at R Hotel in Kingston on Thursday. For this year’s staging, KFC has committed $1 million in cash and meal support, continuing a relationship with the awards that began in 2018.

A key feature of KFC’s sponsorship is its Big Deal Awards for Excellence which will be presented for the fifth-consecutive year.

“This year sits at the intersection of two important milestones for us, with Sterling celebrating 10 years and KFC marking nine years alongside the awards,” said Andrei Roper, marketing manager, KFC Jamaica.

“To have been part of almost the entire journey is something we are proud of, particularly when we look at how Sterling has grown over that time. We have continued to support the platform because of the space it has created within Jamaica’s gospel music industry and the people it has helped bring greater recognition to,” added Roper.

Since first partnering with Sterling in its second year, KFC has supported special recognitions celebrating contributors across different areas of Jamaica’s gospel fraternity, both on stage and behind the scenes.

At the 2025 staging, the KFC Big Deal Kingdom Stalwart Awards honoured long-standing faith leaders, while the KFC Spotlight Award recognised contributors to gospel dance.

Basillia Barnaby-Cuff, founder and executive director of the Sterling Gospel Music Awards, said KFC’s long-standing support has been meaningful to Sterling’s growth over the years.

“When Sterling was still finding its footing, KFC saw value in what we were building and chose to support it,” Barnaby-Cuff said.

“There is a certain confidence that comes from knowing a partner believes in the work beyond a single staging, and KFC has given us that over the years. Their consistency has helped us to continue creating space for people across the gospel industry whose work deserves to be seen and acknowledged. To reach 10 years with KFC still part of the journey makes this milestone particularly special,” added Barnaby-Cuff.