KFC Mini-Cricket impacts communities in Limpopo through intentional integrations

Sponsorship gives brands the opportunity to connect their customers with something they love and are passionate about. For many communities across South Africa, these connections present an opportunity for improvement of their worlds, inspiring unity, hope and potentially making a significant impact on various aspects of everyday life in a tough environment.

A group of children from Giyani, a small town in Limpopo have been offered this kind of opportunity for growth and development through their participation in KFC Mini-Cricket, under the guidance of their coach, Patrick Mabasa, - a teacher by profession.

“Cricket is a calling for me and seeing kids interact through the game, makes my heart smile.” says Mabasa of the root of his passion for the game. “Being part of the KFC Mini-Cricket programme, I simply wanted to encourage children to be active members of the community through sport – one which they’ve grown to love immensely, and which has taken a central role in their lives.”

When asked why coaching is important for developing kids, he says that the lessons learnt both on and off the field of play helps develop tolerance and respect in children and equips them better to recognise and appreciate the differences and similarities between themselves and others.  “This, in effect, encourages social cohesion that can help alleviate some of the harms kids are exposed to in their everyday lives at schools and in their communities,” he says.
Driven by his love for teaching and imparting important life lessons, Mabasa thought it would be great to create a space for children who play KFC Mini-Cricket to have a library in which they can cultivate their knowledge and learn without hindrances. It’s this ability to encourage them to become all-rounders, beyond cricketing, that sets Mabasa apart. With the children gathering diligently after school, Mabasa realised education and sport play a mutually beneficial role in enabling these children to grow into members of society who will make meaningful contributions.

The seamless incorporation of sport and education is a demonstration of how targeted sponsorships in local communities can drive authentic engagement that directly benefits the people – with benefits to the brand as a welcome by-product. KFC remains committed to continuing to make a difference and noteworthy impact in the lives of children throughout South Africa.