Sanderson Farms' SEC sponsorship boosts brand metrics
Source: Wayne-Sanderson Farms
The omni-channel "Chicken and Sports Just Go Together" campaign — spanning TV, digital, social, stadium signage and fan experiences — drove measurable gains for the company.
When Wayne-Sanderson Farms became the Official Sponsor of the SEC in 2025, dubbing Sanderson Farms the conference's "Official Chicken," the company saw an opportunity to tap into one of the South's most powerful cultural touchpoints: SEC sports. A year later, brand tracking data shows the bet paid off.
The chicken brand was recently named a finalist for the 2026 Chicken Marketer of the Year. This award is sponsored by Rooster, marketing experts rooted in the values of agriculture who help brands unlock growth through insight, storytelling and performance-based solutions.
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Chicken and sports just go together
In 2025, Wayne-Sanderson Farms became the Official Sponsor of the Southeastern Conference (SEC), dubbing Sanderson Farms as the “Official Chicken” brand of the SEC.
This aligned the brand with one of the South’s most powerful cultural staples: SEC sports. With deep roots and strong distribution across the Southeast, this sponsorship created an authentic opportunity to embed Sanderson Farms into a passion point that naturally reflects southern identity and pride.
The chicken brand launched a fully integrated, omni-channel campaign designed to cut through the noise and reconnect with SEC fans.