KFC Mini-Cricket is more than just a sports initiative, it has become a catalyst for social change, nurturing young talent, fostering inclusivity, and instilling life-long values. A recent impact study conducted by Dr Tracey Toefy, Senior Lecturer at the Gordon Institute of Business Science, in collaboration with DEZ Advisory surveyed over 4,000 current and former programme participants to shine a spotlight on the programme’s profound benefits to communities across the country.
As KFC proudly marks its 15th year of sponsoring this transformative initiative, the impact study underscores the programme’s far-reaching contributions, not only to cricket but to the holistic development of South Africa’s youth.
Key Findings from the Impact Study
The mini-cricket programme was established in 1982 in Soweto under the Bakers’ sponsorship until the end of the 2008/2009 cricket season, KFC transitioned into a partnership with Cricket South Africa at the start of the 2009/2010 cricket season, and the programme has continued grow into a powerful force for positive change, with the study revealing several core impacts:
Championing Social Cohesion and Diversity: Through a shared love of cricket, the programme brings together children from diverse backgrounds, promoting unity and breaking down societal barriers. The study highlights the programme’s success in fostering social cohesion, contributing to a more inclusive society.
Building Essential Life Skills: Beyond technical cricket training, the programme is a fertile ground for developing crucial life skills. Participants learn teamwork, leadership, discipline, and perseverance – values that resonate beyond the field and shape future leaders and community contributors.
Aligning with Global Goals: The programme’s alignment with several United Nations Sustainable Development Goals (SDGs) positions it as a global player in driving social impact. It advances quality education, promotes gender equality, and reduces inequalities, showcasing the programme’s commitment to societal well-being.
Inclusive Participation for Children with Disabilities: A key pillar of the KFC Mini-Cricket programme is its commitment to inclusivity. The initiative has adapted cricket to ensure that children with disabilities can actively participate, promoting accessibility and equal opportunities for all.
Fostering Physical and Emotional Development: By encouraging physical fitness and mental resilience, the programme contributes to participants’ overall well-being. Children gain confidence, develop social skills, and learn to navigate challenges, all through their involvement in cricket.
A Legacy of Impact
The mini-cricket programme has touched the lives of over 2.5 million kids making it one of the largest grassroots sports initiatives in the country. In the 2022/2023 season alone, over 123,000 children participated, supported by 10,901 dedicated volunteer coaches. With over 45,000 matches held annually, the programme continues to build the future stars of South African cricket, with over 120 graduates progressing to national levels.
Akhona Qengqe, General Manager of KFC Africa and a proud Mini-Cricket graduate reflected on the journey:
“Celebrating 15 years of the KFC Mini-Cricket programme is a milestone that resonates deeply with KFC’s core values. At KFC, we believe in the power of community and the importance of nurturing potential talent from the ground up. This programme, formerly known as Bakers Mini Cricket, originally launched in Soweto in 1982 and was sponsored by Bakers until the conclusion of the 2008/2009 season. Today, the programme has evolved into more than just cricket; it’s a platform that develops life skills, fosters unity, and provides opportunities for young people to flourish. KFC assumed sponsorship during the 2009/2010 cricket season, continuing this legacy of empowerment.”
Qengqe added, “As someone who has personally experienced the transformative impact of this programme, I’ve seen firsthand the lifelong values it instils—teamwork, perseverance, and leadership. The KFC Mini-Cricket programme bridges communities and gives children the tools to succeed, both on and off the field.”
Looking Ahead
As the programme looks to the future, the legacy of the past 15 years is a testament to its success. With more than 5,300 schools involved, the KFC Mini-Cricket programme is not only preparing the next generation of cricketers but is also laying the foundation for young people to become leaders, role models, and active community members.
Dr Tracey Toefy, lead researcher of the impact study, concluded: “The KFC Mini-Cricket programme is far more than a sports initiative—it is a community builder. Our study highlights how the programme plays an essential role in the physical, emotional, and social development of children. It’s an initiative that makes a measurable impact on their lives and contributes to the fabric of South African society.”
KFC’s ongoing support and investment in the Mini-Cricket programme reflects the brand’s unwavering commitment to youth development, inclusivity, and building stronger communities. As this dynamic programme continues to grow, its legacy of shaping young lives and promoting social change is set to inspire future generations of cricket players, leaders, and changemakers.
The Impact of KFC
KFC’s ongoing support and investment in the Mini-Cricket programme reflects the brand’s unwavering commitment to youth development, inclusivity, and building stronger communities. In addition to this, KFC invests in the whole child. Other social purpose programs include the Add Hope program, which combats malnutrition and hunger among children in South Africa and the Ikusasa Lethu scholarships, which give children who are Add Hope beneficiaries or whose parents work for KFC access to high-quality education. Lastly, The Streetwise Academy helps young people obtain SETA-accredited qualifications in order to combat youth unemployment.
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Author: Nombuso Kunene from Playmakers, Level 2 on behalf of KFC.
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