Proteas women get sponsorship deal
KFC Africa and Cricket South Africa gathered in Randburg to celebrate 16 years of mini-cricket, and to unveil a new sponsorship for the Proteas women.
A new chapter in South African cricket was written at Supersport Studio 6 in Braam Fischer, Randburg. KFC Africa and Cricket South Africa (CSA) announced the extension of their partnership to include the Proteas women for the first time.
The event, on August 20, brought together CSA executives, KFC leadership, players, and members of the cricket community. It also marked the 16th anniversary of the KFC mini-cricket programme, a grassroots initiative that has introduced millions of children to the game.
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CSA CEO Pholetsi Moseki addressed the audience, highlighting the importance of the renewed agreement. He said the inclusion of the Proteas women showed commitment to building the sport at all levels. “KFC’s support of the Proteas women marks an exciting new chapter to take women’s cricket to greater heights.”
KFC Africa general manager Akhona Qengqe, who spoke with pride about once playing mini-cricket herself, reflected on the journey from grassroots to professional level. She pointed out that almost 75% of the current Proteas women began their cricket journey in the programme. “Supporting the national women’s team is about championing women in sport and inspiring the next generation.”
The launch was not only about speeches; it was about recognising how far the mini-cricket programme has come. Organisers shared figures from the past season. Nearly 120 000 children took part, in over 120 000 matches, with more than 10 000 coaches involved at almost 5 000 schools nationwide.
Guests also heard insights from a study by Dr Tracey Toefy, of the Gordon Institute of Business Science, which described mini-cricket as a transformative force in youth development.
The event closed with a message of celebration. Qengqe summed it up by saying the journey had come full circle: “From mini to mighty. What started in school playgrounds is now linked to one of South Africa’s most successful national teams.”
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