Cricket Australia’s revamped domestic Twenty20 competition the Big Bash League has signed fried chicken restaurant chain KFC as its major sponsor.

The competition, which aims to bring cricket to a broader audience with “entertainment rather than pure sport”, will be known as the KFC T20 Big Bash League.

The sponsorship deal, valued at $1-2m, marks the sixth year Australian international and domestic cricket has partnered with KFC, which plans to use the association in its advertising through agency Ogilvy.

The new brandmark was designed by FutureBrand. The agency’s design director Sally Anderson said the redesigned logo stood for a “bold, high attitude and provocative activity”, with the split shield representing the urban rivalry between the teams.

Cricket Australia’s general manager of marketing Mike McKenna, added: “T20 is the fastest growing sport in the world and its popularity has forced other sports to try and copy its successful formula – short, sharp, high-energy entertainment – in an attempt to capture more fans.”

“The team logos and uniforms are unlike anything Australian cricket has seen. They’re bright, bold and a departure from tradition, and fans will get a first glimpse when the KFC T20 Big Bash League is launched on 27 July,” he added.