In a major investment in training and athlete development, quick service restaurant giants Restaurants of Jamaica (ROJ), through its KFC brand, has continued its empowerment of Jamaica’s youth by way of a J$5 million commitment in the two longest-running and most impactful youth basketball programmes.

The fund will go toward the Jumpball Basketball Camp and the KFC/Jamaica Basketball Association (JaBA) Star Search Basketball & Life Skills Camp.

As part of KFC Jamaica’s 50th birthday celebrations this summer, the brand continues to expand its support for grassroots sports, providing critical access to training, mentorship, and personal development for hundreds of young athletes across the island.

These camps have become powerful launchpads for youth development, nurturing discipline, teamwork, and leadership while opening pathways to scholarships and higher-level opportunities.

“These programmes are where potential turns into progress, and progress can turn into greatness,” said Andrei Roper, marketing manager at KFC Jamaica. “We’re proud that for more than three decades, our support has helped equip young Jamaicans with skills that reach far beyond the court, leadership, discipline, and the confidence to pursue something greater.”

The Star Search Basketball & Life Skills Camp, which runs from July 13 to 18 at GC Foster College in St. Catherine, brings together over 150 student-athletes for a week of immersive training led by top coaches and international scouts. With J$2 million in cash and J$1.2 million in meals provided by the company, the camp ensures participants are fully supported while engaging in basketball development and personal growth sessions that build character, focus, and readiness for future scholarship opportunities.

“The resources provided by KFC allow us to bring in experienced coaches, facilitate boarding, and keep our campers fed, fueled, and focused,” said Paulton Gordon, president of the Jamaica Basketball Association. “We are seeing a shift in how participants approach their education, their ambitions, and their roles in society.”

This year’s Star Search Camp is certain to be an emotional one, being the first to be held since the passing of long-time camp coordinator Elfraito “Alf” Remekie, a true giant of local basketball administration who was instrumental in the success of the camp over several years and who played a key role in the development of several local basketball talents.

Meanwhile, the Jumpball Basketball Camp continues to expand its reach across multiple parishes, drawing hundreds of eager participants each year. The corporate area leg of the camp runs from July 7 to 11 at the National Stadium courts in Kingston before moving to other parishes across the island from late July to early August.

Backed by J$600,000 in cash and J$1.4 million in meal support from the KFC, the Jumpball camp offers young athletes meaningful exposure to the game, an experience that, for many, stands as their primary opportunity for structured engagement during the summer.

“We’ve had kids who simply wouldn’t have access to a camp like this without support for meals and transportation,” said Rohan Robinson, Jumpball camp coordinator. “When parents hear that lunch is provided, they register without hesitation. It’s more than sponsorship, it represents trust and access.”

This year’s edition introduces expanded experiences for participants, including added personal development content and plans for a 3×3 basketball competition to close each Jumpball stop.

With growing local and international interest, the camps continue to evolve, fueled by partnerships that see potential in every player.

As KFC marks 50 years of service in Jamaica, its investment in youth continues to reflect a clear mission, to uplift communities, develop leadership, and help shape a generation ready to rise.