Popular global brand KFC has come on board as an official supplier to Cricket South Africa and the Proteas. The announcement was made at a special launch event on Wednesday 22 October hosted at the Liberty Life Wanderers Stadium, Johannesburg.

"Cricket has a vast and ever-increasing international following, and for KFC it is especially relevant because it's a developing sport in the very regions where we are placing our roots. This significant partnership shows our support for a team that represents what we represent — being a significant part of South Africa's winning history and sports-mad culture," said Keith Warren, Managing Director of KFC.

An international brand, KFC, has supported sports sponsorship across the world including sponsoring cricket in Australia, the NBA in the USA and 3-on-3 basketball in China as well as action packed NASCAR racing.

The sponsorship of the Cricket South Africa and particularly that of our Proteas team is the first of its kind for the brand in South Africa.

According to Warren the businesses decision to support cricket is based on the fact that the sport combines tradition with booming international popularity and a changing, updated face much like that of the KFC brand.

Kass Naidoo, Commercial and Corporate Relations Manager for Cricket South Africa said: "It's an exciting time for cricket around the world, and Cricket South Africa is delighted to officially welcome KFC to our cricket family. It's great that one of the world's top brands has chosen to support South African cricket, and we look forward to a lasting relationship, as we continue to develop a truly national sport of winners.

"On behalf of CSA CEO Gerald Majola and everyone at CSA, our thanks go to KFC for believing in our brand and for showing the kind of enthusiasm that is sure to see this partnership grow from strength to strength." In 2007, KFC got involved with the World Food Programme (WFP) to assist them in their efforts to relieve hunger across the globe. Established in 1961, the WFP is the largest multinational food aid organization in the world handling approximately one quarter of global food aid.

With the help of customers throughout the country, KFC raised a total of R2.9-million for their Hunger to Hope Trust. This year they're at it again, hoping to raise even more to support this vital cause.

Kicking off the day's proceedings, prominent Proteas member, Herschelle Gibbs, faced a less daunting opponent than usual — a bowling machine — in an effort to support and raise funds for the World Food Programme. KFC committed to donate R60 000 to the World Food Programme with every ball Herschelle managed to hit beyond the boundary.

Despite being an American brand, KFC boasts a firm, proudly South African component with its insights into the very diverse needs of the country's local consumers — from the traditional-to-the-trendy, even the cash-strapped to the black diamond decadent.

To celebrate this partnership, KFC will also be offering 5 lucky South Africans and their partners the chance to win the ultimate prize for any cricket fan — an all-expenses paid trip to Australia to tour with and support the Proteas as they battle it out at the KFC Twenty20 International Series.

Sapa