An impact study conducted by Dr Tracey Toefy, Senior Lecturer at the Gordon Institute of Business Science, in collaboration with DEZ Advisory, surveyed more than 4,000 current and former Mini-Cricket participants to highlight the programme’s profound benefits.
As KFC proudly marked its 15th year of sponsoring the initiative, the impact study underscored Mini-Cricket’s far-reaching contributions, not only to cricket but to the holistic development of South Africa’s youth.
Mini-Cricket began in Soweto in 1992 and was sponsored by biscuit company Bakers until the end of the 2008/2009 cricket season. KFC partnered with Cricket South Africa at the start of the 2009/2010 season, and the programme has become 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.
Building Essential Life Skills: Beyond technical cricket training, the programme develops crucial life skills. Participants learn teamwork, leadership, discipline and perseverance – values that resonate beyond the field.
Aligning with Global Goals: The programme’s alignment with several United Nations Sustainable Development Goals positions it as a global player in driving social impact. It advances quality education, promotes gender equality and reduces inequalities.
Inclusive Participation for Children with Disabilities: A key pillar of KFC Mini-Cricket is its commitment to inclusivity. The initiative has adapted cricket to ensure that children with disabilities can actively participate, promoting accessibility and equal opportunities.
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.
Mini-Cricket has touched the lives of more than 2.5 million kids, making it one of the largest grassroots sports initiatives in the country. In the 2022/2023 season, 123,000 children participated, supported by 10,901 volunteer coaches and 5,300 schools. With 45,000 matches annually, the programme continues to build the future stars of South African cricket, with more than 120 graduates progressing to national levels.
Akhona Qengqe, General Manager of KFC Africa and a proud Mini-Cricket graduate, says the programme resonates deeply with KFC’s core values. “We believe in the power of community and the importance of nurturing potential talent from the ground up. As someone who has personally experienced the transformative impact of this programme, I’ve seen the lifelong values it instils – teamwork, perseverance, and leadership. KFC Mini-Cricket bridges communities and gives children the tools to succeed.”
Lead researcher Toefy says: “Our study highlights how KFC Mini-Cricket 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 society.”
KFC’s investment in Mini-Cricket reflects the brand’s unwavering commitment to youth development, inclusivity and building stronger communities.
