KFC Africa has renewed its longstanding partnership with Cricket South Africa (CSA), extending its support to include the Proteas Women for the first time.

The announcement was made on August 20 at a launch event, marking a milestone in the 16-year journey of the KFC Mini-Cricket programme, which has reached more than 2.5 million children across the country.

As the Official Restaurant Partner to CSA, KFC has reaffirmed its support for the Proteas Men while also unlocking opportunities with the Proteas Women through creative storytelling and development.

CSA Chief Executive Officer Pholetsi Moseki said this partnership highlights a shared vision.

“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.”

KFC Africa General Manager Akhona Qengqe, a Mini-Cricket alumnus, said the brand’s investment is about empowerment through sport.

“Nearly 75% of the current Proteas Women team started out in KFC Mini-Cricket. Research shows that qualities honed on the field, like discipline, communication and resilience, are the 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,” she said.

Qengqe added that KFC is equally focused on developing women within its own business, where women make up more than half the workforce.

“Our work to unleash the potential of young people, particularly through Add Hope and Mini-Cricket, has made KFC one of South Africa’s strongest social purpose brands. Supporting the national women’s team deepens this impact. The Proteas Women are role models not just for young girls, but for the nation.”

Early lessons

The KFC Mini-Cricket programme currently enrols almost 120,000 children every year at nearly 5,000 schools, with more than 120,000 matches played under the guidance of 10,090 volunteer coaches in the past season. Over 16 years, 172 million balls have been bowled in Mini-Cricket games.

A study by Dr Tracey Toefy of the Gordon Institute of Business Science described KFC Mini-Cricket as a “flagship grassroots sports development initiative” that is “transformative” in building both skills and values.

Long-term impact

Looking ahead, Qengqe said the partnership takes the journey “from Mini to Mighty.”

“The Proteas Women partnership we’ve announced celebrates the full circle – from igniting a love for cricket in playgrounds across the country to now backing the formidable Proteas teams,” she said.