CB Foods, the Official Protein Sponsor of JPL, Wraps Up Season with Flavour and Fun

As the official protein sponsor of the Jamaica Premier League (JPL), CB Foods served not just the players but also the fans at the grand finals held at the National Stadium. “A good game deserves good food,” said Nicole Hall, Commercial Marketing Manager at CB Foods

Nicole Hall, Commercial Marketing Manager of CB Foods and Owen Hill, CEO Professional Football Jamaica Ltd, during the finals

CB Foods Ltd, the official protein sponsor of the Jamaica Premier League (JPL), brought its A-game to the 2024–2025 grand finals held on Labour Day at the National Stadium. Throughout the season, the company, through its flagship brands CB Chicken and Bad Dawg, played a key role behind the scenes—quietly fueling teams as the league’s Official Protein Sponsor.

“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 the stands. 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.

Fans display the CB Foods-branded items they won

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 energized the stadium atmosphere but also enhanced the brand’s visibility throughout the venue.

“This season helped us better understand the rhythm of the league and what value looks like in this space. We came in to listen, support, and learn — and now we’re ready to build on that foundation in the seasons to come.”

“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.”

And while fans rooted for their favourite football teams, they also had the chance to enjoy Jamaican favourites like CB PAN Chicken and Bad Dawg sausages on sale at various vendor stations, bringing the full flavour experience of the brand to life on match day.

“This season helped us better understand the rhythm of the league and what value looks like in this space,” Hall continued. “We came in to listen, support, and learn — and now we’re ready to build on that foundation in the seasons to come.”

Dufton Shepherd engages this football fan inside the Bleachers stands at the National Stadium, during the finals

The CB partnership is spread across cash, kind, and foodie experiences. CB Chicken and Bad Dawg products were provided throughout the season to support the teams, while additional funds were allocated to enhance the finals experience for fans.

Owen Hill, CEO of Professional Football Jamaica Limited (PFJL), 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 emphasized that CB Foods' contributions have extended well beyond product sponsorship. “From nutritional support to enhancing the overall matchday 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.”

"The collaboration with CB Foods has been both impactful and seamless. From nutritional support to enhancing the overall matchday experience, their involvement has been meaningful."

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.”