KFC COMMITS TO CONTINUED SUPPORT OF MINI CRICKET, T20 INTERNATIONALS AND THE PROTEAS

As South Africa continues to tap into our resilience as a nation during this challenging period, KFC and Cricket South Africa (CSA) are thrilled to announce the renewal of their partnership to keep the Protea fire burning by investing in the sport of cricket. The renewal of the formidable partnership that started just over a decade ago sees KFC retain its position as the title sponsor of the T20 internationals with CSA, official partner to the Proteas and official sponsor of the flagship, KFC Mini-Cricket programme.

While the COVID-19 pandemic crisis continues to redefine life as we know it; South Africans will also face the socio-economic challenges that will come as a result of it. Amidst such uncertainty, KFC acknowledges its role as a pillar of the South African sporting community by showing unwavering support of South African Cricket, a sport that continues to unite us all.

“KFC believes sport is a great catalyst to truly unite and give hope. As a brand that operates in communities all over SA and one that is passionate about investing in those communities, it is paramount that we are part of the solution,” said Dhruv Kaul, Chief Marketing Officer of KFC South Africa.  

“We are aware, more than ever, that sport also remains a major contributor to economic and social development in this beautiful country. We continue to be proud of the partnership with one of South Africa’s most loved sports. In this next chapter, we look forward to continuing the growth of one of the biggest sporting grassroots development programmes, partnering with our Proteas team and their fans at T20 International matches and supporting national cricket at the highest level,” concludes Kaul.

“CSA is delighted about this decision by KFC and we are excited for the sport of cricket and its development that this strategic partnership with KFC is being extended. We are particularly excited that our continued association with a strong brand like KFC will further advance the game of cricket and help to unearth new talent for the overall purpose of ensuring the sustainability of our cricket pipeline structures”, said Jacques Faul, Acting Chief Executive Office for Cricket South Africa.

The renewed partnership will be for five years and three years, respectively. KFC will also continue being the Protea’s Official Restaurant for the next five years.

KFC ends off the 2019/20 KFC Mini-Cricket season on a high note

As the curtain closes on yet another action-packed KFC Mini-Cricket season, KFC takes this time to reflect on the key moments that continue to set the grassroot programme apart. Whether it’s the dedicated mini-cricketers batting and bowling at a Provincial festival held in Umtata or Benoni, or the heart-warming moments of watching new friendships being made on the pitch, one appreciates the time to look back on what truly makes the programme a home for kids to learn and grow in the best way possible. This reflection comes with an even greater milestone of KFC marking an incredible 10-year partnership with Cricket South Africa (CSA) this season.

The 2019/20 season saw the KFC Mini-Cricket programme grow in leaps and bounds. The season saw 126 642 kids playing the beautiful game of cricket with an additional 122 schools across the country joining the programme. This phenomenal trajectory can also be attributed to the great work being done by the 13 673 passionate KFC Mini-Cricket volunteer coaches. Furthermore, there was an increase of games played, with over 60 000 matches taking place throughout the season.

“When our partnership with CSA began over 10 years ago, we had a clear vision of getting even more kids active across the country through the KFC Mini-Cricket programme. Together with CSA, we believe we have delivered on this mandate. The hard work continues as we continue efforts of growing the world class programme that impacts South African children. The incredible dedication of our volunteer coaches and coordinators has been an incredible driving force, with their selfless commitment and passion and fun being added to the game every day,” says Andra Nel, KFC Corporate Social Responsibility Manager.

The impact of the programme is a true reflection of the extraordinary contribution it brings. Not only does it teach life skills and the value of dreams and aspirations but KFC and CSA continue to invest greatly in improving the quality of cricket for the kids by implementing skills development programmes for the volunteer coaches and coordinators through its coaching courses, using provincial and regional seminars across the 16 unions as a platform to educate and motivate the key role players and continuing to find ways to assist more schools gain access to the sport.

“It is indeed part of Cricket South Africa’s vision to make cricket a truly national sport that is accessible to all and that is what makes our partnership with KFC such an important one through our KFC Mini-Cricket program,” says CSA CEO Jacques Faul.

“The success of the Mini-Cricket initiative continues to make a massive contribution to the growth of our game and particularly for those who do not have the benefit of attending one of our leading cricketing schools. These have been really heart-warming projects that have contributed immensely to our pipeline.”

With the new season planning  underway, even as the COVID-19  global pandemic impacts schools and communities across the country, KFC and CSA will continue to engage with relevant officials and associations to make sure the KFC Mini-Cricket kids and coaches will have an opportunity to get on the pitch to play the game we all love so much as soon as it is safe to do so.