KFC 40
The story is based on the reasons KFC opted to sponsor cricket at the grassroots level as opposed to the professional level that would get them loads more awareness. The sponsorship platform is evolving due to the problems of poverty, war and other social and global challenges and all sponsorship should focus on a cause as opposed to exposure. For KFC the sponsorship focus is on the kids of today and the future Proteas players and fans of the game. The purpose is to give them the necessary life skills, through sport, to become upstanding citizens of South Africa. We need to give the youth hope and motivation and get them to rise above any situation and build a better South Africa. It is far more than the game of cricket.
From the first ball bowled, our involvement was intentional and purpose driven – knowing that we were not only partnering with Cricket South Africa to develop the pipeline of professional players, but shaping future community members, role models and leaders too. Our strategy has always been to impact lives beyond the boundary, ensuring that our graduates grew to become role models; community leaders and cricket lovers and that for each individual, self-belief was built from inside to out.
The decision to sponsor the programme was based on key criteria set by KFC. The programme ticked a number of boxes for us, the main elements being that we would first and foremost be partnering to feed the potential of the kids of South Africa whilst also being a part of a programme that is inclusive to South Africans from all walks of life.
Teaching important life skills such as leadership, teamwork, discipline, trust, all the while developing healthy lifestyles inclusive of daily exercise are typically taught first by the coach on field then encouraged long post the final ball bowled. At KFC, we believe that our brand is so much more than just finger lickin’ good: It’s about ensuring that every child is filled with confidence, peace of mind, trust, excitement and a belief in their own potential and abilities.
In this 14-year partnership with Cricket South Africa (CSA), the KFC Mini-Cricket programme has enjoyed an annual participation growth of 89 000 kids to over 120 000 kids. Added to that the nearly 13 000 volunteer coaches and coordinators, and the KFC Mini-Cricket programme is an absolute Bucketload of Good.
This year, 2022, CSA celebrates 40 years of Mini-Cricket, which translates into many years of unearthing some of the best talent in cricket and creating real sports fans of the game.