For years, burgers have reigned supreme across the Quick Serve Restaurant (QSR) landscape but as we head towards the back end of 2025, chicken is mounting a serious challenge. As visualized in the SPND graphic below, burger brands still hold the largest share of QSR sponsorship spend at 23.1%, but chicken brands now claim a notable 19.7%—and that gap is narrowing fast.

The “crispy chicken wars,” as dubbed by The Wall Street Journal, are not just taking place at the drive-thru window. They’re happening in stadiums and arenas, too. Chicken QSRs now make up nearly one-fifth of total QSR sponsorship spend in U.S. pro sports, a market estimated to be worth a quarter of a billion dollars. That’s a 10% year-over-year increase in sponsorship investment from chicken brands—while burger brands have slightly declined at -1% YoY.

What’s driving this surge? Rising beef costs have pushed menu prices higher at burger chains, while chicken remains more affordable and appealing to value-conscious consumers. Sales at chicken-focused QSRs grew nearly 9% in 2024, far outpacing the 1.4% growth seen by burger brands. This trend has even prompted cross-category players like Taco Bell and McDonald’s to expand their chicken offerings in response to growing demand.

Today, 118 chicken-specific brands are actively investing in sponsorships. Leaders like Chick-fil-A, Raising Cane’s, and KFC dominate globally, but the category remains surprisingly open—only 55% of major pro teams currently have a chicken sponsor. This leaves significant runway for growth, particularly for challenger brands or those looking to claim exclusivity in a powerful sports marketing channel. As the competition heats up, one thing is clear: the QSR sponsorship space is no longer just a burger’s game.

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