Levelling the playing field beyond the boundaries.
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.
In CSA’s quest to ensure nationwide coaching consistency, online coaching courses are a key focus area for KFC Mini-Cricket, with both new and experienced volunteer coaches regularly participating to ensure they are proficient in the latest coaching techniques in every aspect of the game. Inclusive in the courses is the focus of mental health – a key coaching skill that aids in ensuring that kids blossom into fine community citizens.
In line with the programmes upskilling elements, we’re particularly proud of the annual bursaries awarded by CSA to four exceptional coaches or coordinators to study Sports Management at Boston City Campus in Rosebank. This educational element of the programme has a wide-reaching benefit, with each candidate encouraged to transfer their newly acquired skills to fellow coaches from graduation day and beyond.
With so much good, KFC is proud of our involvement in KFC Mini-Cricket and how it has impacted the lives of so many South African youth, as well as the important behind-the-scenes educators, coaches, administrators and members of the public who drive the programme forward. In line with their commitment to brand objectives, the coaches are encouraged to take the game to the community, and so, when a field avails, you’ll witness a KFC Mini-Cricket game underway, with encouragement the aim of the game: Carefree and committed, the programme allows everyday challenges to be benched whilst you have bat and ball in hand.
It is on this note, that we thank all those involved in this programme. We know that we are, because of our 12th ingredient: Our people – those that serve the brand as if it were their own. The coaches who commit year after year; the administrators who go above and beyond; the educators who know the importance of tomorrow’s leaders: Thank you!
Whilst there’s still so much more to achieve, we reflect on the success of KFC Mini-Cricket to date, taking pride in our joint achievements in teaching tomorrows heroes to laugh, learn and lead – both inside and outside of the boundary ropes.
This year 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.
For more information on the
KFC Mini-Cricket programme, visit https://order.kfc.co.za/minicricket/minicrickethome
