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, in 2021 we launched our first partnership with the England and Wales Cricket Board (ECB) to support The Hundred, a faster, and more accessible cricket tournament that aims to attract a new and broader audience for the game. At the same time we launched our EveryoneIn programme.

In 2025, KP Snacks 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. 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 ‘Everyone In,’ which has so far installed 100 new all-weather community cricket pitches around the UK.

It is estimated that KP Snacks' cricket initiatives have so far 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 all-weather cricket pitches across the country, in communities previously without access to year-round facilities. In August 2025 we completed our 100th pitch installation.

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.