Ken Borland

The last time I was fortunate enough to attend the KFC Mini-Cricket National Seminar was five years ago in Kruger Park, so it was wonderful to see CSA’s flagship development programme has lost none of its energy or passion when I was invited to this year’s annual gathering, held at Zebula Golf Estate outside BelaBela last week.

This mass participation grassroots programme, which will celebrate its 40^th anniversary next year, is operated by the noble crew of 10 500 volunteer coaches, working closely with the sponsors and CSA’s development office.

Some of the bile that has been thrown around in cricket circles over the last couple of years has been difficult to stomach, but being able to share in an environment where everyone is just working for the love of the sport, where egos are put to the side because this is the grassroots game, is gratifying enough to cure the most severe indigestion.

Graeme Smith, as director of cricket, has had to deal with much of that bile, but he was happy and relaxed at Zebula, being asked for plenty of photographs by the delegates after his address on the first morning.

“I basically just gave them an update of where cricket is and then it was great to sit through the sessions with them,” Smith said.

“I feel like I’ve been starved of being on the ground with these sort of cricket-lovers. It’s so exciting to be here, this programme is nearly 40 years old and has been a massive investment in the game at all levels.

“All credit to the volunteer coaches and co-ordinators who grow their communities and are mentors for the youngsters. It’s so important that kids have the opportunity to be touched by the game and I know how important KFC Mini-Cricket is to CSA.

“These coaches are the life-blood of our game and I’ll be surprised if there are any other development programmes in this country that come close in terms of reach,” Smith said.

Unfortunately though, like everything else, the effectiveness of the KFC Mini-Cricket Programme does come down to how many Rand are in the bank for CSA.

The organisation held its AGM last weekend and the financial statements clearly showed the serious effects of Covid and how important it is for the Proteas to be a ‘box-office’ team on the global stage.

CSA still has total assets of R797 million, but they suffered a nett loss of R221 million in 2020/21, having budgeted for just a R177 million deficit.

This was largely due to broadcast revenue plummeting from R534 million to R161 million. Having made up almost half of CSA’s revenue the previous financial year, broadcast rights now only accounted for 31% of profit. Sponsorships also dropped from R186 million to R79 million, 15% of revenue.

Accordingly, in an environment of sometimes brutal cost-cutting (but pleasingly with no employees laid off because of Covid), investment in development dropped from R385 million to R273 million.

So anyone who wants to see the game in this country truly transform has to also acknowledge that the Proteas have to be one of the best teams internationally. That’s the only way the Big Three will want to tour here, generating the lucrative broadcast rights that are by far CSA’s biggest revenue-earner.

And KFC Mini-Cricket has certainly produced its fair share of Proteas – Beuran Hendricks and Sinalo Jafta were two in attendance at Zebula. But the programme also wants to empower the coaches, while bringing an estimated 118 000 kids from diverse schools and communities together this summer, introducing them to cricket and also getting them active.

Eight months ago, Clive Eksteen was ‘just’ a former Test cricketer whose passion for the sport remained. But now he has to apply the same cunning he showed as a spin bowler to Cricket South Africa’s commercial operations and this week he was dishing out praise to the KFC Mini-Cricket programme where it all begins in terms of the game in this country.

“This is where it all starts, it would be so much harder for us to implement our plans without a program like this,” Eksteen told the KFC Mini-Cricket National Seminar at Kruger Park. “This is not only about the pipeline, it goes way beyond that. We want to get cricket to all 55 million people in this country, to create a love for the game. Cricket has got to make a difference in this country, it has to play a crucial role, and it starts with the little kids. There are more than 100 000 involved in the programme, thanks to the more than 8000 coaches, which is enough to fill all six of our international stadia.”

“When Temba Bavuma played that awesome knock at Newlands, the TV ratings went through the roof and from that we can see how big this game can become in South Africa. We had 14 million unique viewers watching cricket last season and there were 500 000 tickets sold for people to go watch the cricket at the ground, which is 68% more than the previous year,” Eksteen said as he applied factual numbers rather than spin to his mode of attack.

For CSA, it is just as important to cultivate customers for their product: to have cricket fans going to the matches or watching on TV.

“We have the most diverse following of any sport in South Africa but we’re not finished yet, cricket must get to every part of the country, we want to create a passion for the game. It’s a hard sport, but it teaches you a lot and you make friends for life.

“There’s no doubt we have fantastic talent second to none, but not all the kids will become reasonable cricketers let alone internationals. But they can become passionate followers and that’s a win for us from a commercial point of view. Full stadia, people watching the game, that’s what drives the sport. For sponsors, it ultimately comes down to numbers and when your first program starts with over 100 000 kids, from very diverse backgrounds, then that’s a massive plus.

“Coaches make the biggest impact on kids and KFC Mini-Cricket creates that passion and love for the game, it’s our flagship program and the beginning of how we sustain the game,” Eksteen said.

To make a star one needs enough heat and pressure to start nuclear fusion in a cloud of gas, but in a cricketing sense it’s all about CSA’s pipeline and KFC Mini-Cricket provides the masses of raw material that are necessary to find the ones that will glow brightly on fields around the country in the future.

KFC Marketing Director Thabisa Mkhwanazi says it is the biggest grassroots development program in the country, which is a big call, but the numbers back her up. More than 114 000 kids from 5584 schools were involved in the program last season, thanks to the dedication of nearly 9000 volunteer coaches and the excellent custodianship of CSA’s mass-participation manager, David Mokopanele.

Corrie van Zyl, CSA’s general manager of cricket, makes an even bigger call and says it is the best development program in the world. The fact that countries like Australia, India and England have been in contact wanting to know more about KFC Mini-Cricket, especially their marvellous Kids v Proteas Tour, suggests he may be correct.

I was privileged to attend the KFC Mini-Cricket National Seminar held in Kruger Park this week, which is an incentive for the top coaches of the previous season, a celebration of what has been achieved and a focused look at their future targets.

It may surprise some to know that I don’t recall hearing the word “transformation” once over the two days and that’s simply because, at that level, both coaches and players are already predominantly Black. Colour is one thing, but fixing the socio-economic conditions that make it so hard for any talented boy or girl to make it from the vast rural areas of our country is another matter altogether and KFC Mini-Cricket is probably the best weapon we have when it comes to taking the game to greater portions of our population.

Van Zyl was one of the speakers who addressed the delegates drawn from all 16 affiliates of Cricket South Africa and he pointed out in no uncertain terms that excellence at the highest level was non-negotiable, but that it was also dependent on grassroots development and vice-versa.

The former international fast bowler and national coach used the example of The Oaks Cricket Club from a small village near Hoedspruit where Cavaan Moyakamela, a coach with an extraordinary love for the game, mentors 70 children on a concrete slab.

“Imagine if a guy from The Oaks is chosen for the Limpopo U13 side, he will bring great passion and we can use and enhance that. Our dream is that a kid from that area can become a Protea, but there will be performance gaps – socio-economic factors that affect his health, physical and psychological development and his lifestyle – that we need to close for him.

“We cannot change the benchmark of international cricket, we have to take the players to that standard, and the responsibility of our coaches is to get the player there. If we don’t maintain excellence at international level then the grassroots suffers because we need money to develop that. They both depend on each other because the grassroots is the base of our game.

“KFC Mini-Cricket is the biggest part of that base, it is strong and built on the passion and dedication of the coaches. If we are to maintain excellence then we need quality coaching, so we need to grow coaches so the kids can grow under them. The growth of the program has been so good that with that base, the cream will rise to the top,” Van Zyl said.

Temba Bavuma spoke movingly about how he was first introduced to cricket via the program, getting to run around on the same Newlands ground where he scored his historic maiden Test century last summer; AB de Villiers is also a product, while the program is going strong in the remote regions of the former Transkei and Limpopo. It’s reach will only increase thanks to the wonderful news that KFC have extended their sponsorship of the program for another 10 years.

When the Kids v Proteas Tour came to Umtata, it was like the world’s greatest bazaar had hit town, such was the reaction.

“It brought Umtata to a standstill! Their little school was playing against the Proteas and it was magical. Many of the communities we have stores in hunger for this sort of development and our dream is for young people to look back and remember ‘the day KFC came to my small town with cricket’,” Mkhwanazi says.