The announcement, made on 20 August at a partnership launch event, marks a significant milestone in the 16-year anniversary of KFC Mini-Cricket, a grassroots programme that has inspired over 2.5 million children across the country. 

As the Official Restaurant Partner to CSA, KFC has renewed its commitment to the Proteas Men, with the partnership now also extending to the Proteas Women, unlocking opportunities to leverage the teams through creative storytelling.
 

CSA Chief Executive Officer, Pholetsi Moseki, said, "We are delighted to continue our long-standing partnership with KFC. This renewed commitment reinforces the shared vision we have to nurture talent, build the leaders of tomorrow, and keep the love of the game thriving across South Africa."

 
"KFC's support of the Proteas Women marks an exciting new chapter to take women's cricket to even greater heights, and we look forward to building on our partnership to create a future where every aspiring cricketer has the chance to shine." 
 

KFC Africa General Manager Akhona Qengqe – another Mini-Cricket alumnus – added to the sentiment by saying, "Our partnership with the Proteas Women is deeply rooted in our belief in empowerment through sport. Nearly 75% of the current team started out in KFC Mini-Cricket, and research from Ernst & Young and ESPNW further shows that 94% of women executives once played sport, proving that the qualities honed on the field, like discipline, communication and resilience, are the very same qualities needed in leadership. For us, investing in cricket is about more than the game; it's about shaping the next generation of leaders."

"We are equally passionate about developing and accelerating women within our business, who make up well over half of our workforce. By nurturing women's innate leadership qualities, we're dismantling barriers to career growth, building a strong pipeline of talent, and strengthening community relationships."

"Our work to unleash the potential of young people, particularly with Add Hope and Mini-Cricket, has made KFC one of South Africa's most powerful social purpose brands, and a partnership with the Proteas Women will deepen our impact."

"Supporting the national women's cricket team is not only about championing women in sport, it's about standing behind one of the most successful national teams our country has produced. So, to the Proteas Women — thank you for inspiring us with your courage, your excellence, and your grace. You are role models not just for young girls, but for the nation."

Early lessons

KFC Mini-Cricket is a nationwide programme that enrols almost 120,000 children (girls aged from six to 13, and boys aged from six to nine) every year at 4,900 schools. Over 120,800 matches were played in the past season under the supervision of 10,090 volunteer coaches. Over the past 16 years, 172 800 000 balls have been bowled in Mini-Cricket matches.

An impact study conducted last year by Dr Tracey Toefy, a senior lecturer at the Gordon Institute of Business Science, said KFC Mini-Cricket is a "flagship grassroots sports development initiative" and a "transformative force, providing young boys and girls with a gateway to the world of cricket while nurturing a host of life skills and values".

At its core, said Toefy, KFC Mini-Cricket is about "building character and fostering values". 

Long-term impact

Qengqe says the aim of Mini-Cricket is long-term impact. "Looking ahead, the KFC Mini-Cricket programme is committed to making a meaningful and lasting impact. The Proteas Women partnership we've announced takes us from Mini to Mighty — celebrating the full circle of this journey, from igniting a love for cricket in playgrounds across the country to now backing the formidable Proteas teams."

KFC don't just want to be everywhere feeding people, they want to be everywhere feeding people's potential, with integrity at the heart of all they do.