KP Snacks

KP Snacks and Cricket

Supporting active lifestyles with cricket

One of our key People & Planet targets is to create more than one million opportunities for people to get more active. To help bring this about, we launched a new partnership in 2021 with the England and Wales Cricket Board (ECB) for The Hundred. This is a faster, and more accessible form of cricket, created to attract a new and broader audience for the game.

In 2025, KP Snacks also became the Official Team Partner of England Cricket.

Eight of our leading brands feature on the team shirts of men’s and women’s teams in The Hundred, which is played at grounds around the UK during late summer. In 2024, 540,000 fans attended tournament matches, 30% were new to cricket and over 300,000 were women.

As well as helping to bring cricket to a more diverse audience, we are supporting increased family and community participation in the game through our ‘Everyone In’ programme, which is installing 100 new all-weather community cricket pitches around the UK. 

To date, our cricket partnerships have helped 100,000 people to get more active together since 2021.

 

Everyone In!

A major element of our cricketing partnerships is Everyone In, an initiative designed to encourage healthier lifestyles by getting families and communities actively involved in cricket.  It supports our People & Planet commitment to deliver over a million opportunities to get active by 2033.

To inspire a new and more diverse generation of people to get involved in the sport, we are installing new community cricket pitches across the country in communities previously without access to high-quality, year-round facilities.  In 2025 we will complete our roll-out of 100 pitch installations.  

The impact of one of our community cricket pitches

Cricketing Inspiration

In summer 2024, football fans in Manchester were inspired to give cricket a go when England Lionesses hero, Lauren Hemp MBE, demonstrated the fun of a different ball game as part of Everyone In. Lauren used to play cricket at a junior level and still has a love for the sport.

Read more about this event here.

 

“Encouraging healthier lifestyles is a fundamental element of our People & Planet responsible business programme and we are proud to help improve family and community involvement in sport by supporting The Hundred, as well as giving away cricket equipment and building new community cricket pitches through our Everyone In initiative.”

Kevin McNair,

Marketing Director