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 Everyone In 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 2025, 580,000 fans attended tournament matches, 30% of whom were women.

Our cricket partnerships, from The Hundred to the England teams, are a powerful platform for KP Snacks to inspire participation and support lasting change, using cricket as a route into activity that can help more people move, more often. It is estimated that our cricket initiatives have so far helped 200,000 people to get more active together since 2021.

Everyone In

Community pitches

Everyone In is an initiative designed to encourage healthier lifestyles by getting families and communities actively involved in cricket. This supports our People & Planet commitment to deliver over a million opportunities to get active by 2033.

To inspire more people to get involved in the sport, we have worked with the ECB to install new all-weather cricket pitches across the country, in communities previously without access to year-round facilities.

To date, the programme has built 119 new community pitches in urban and deprived areas, helping bring cricket to a more diverse audience and supporting increased family and community participation in the game.

Everyone In Fund

We launched our Everyone In Fund launched in summer 2026. This three-year, £750k investment is focused on grassroots cricket projects in urban communities in England and Wales, with the aim of helping more people get more active through the sport.

The fund supports the ECB's Cricket Cities Programme, which works across 21 urban communities to remove barriers to participation through locally designed initiatives that reflect the needs of each area.

The impact of one of our community cricket pitches

“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 through our support for The Hundred, our Everyone In community pitch programme and our new Everyone In Fund with the ECB, which should go a long way to helping develop grassroots cricket projects in urban communities across England and Wales.”

Kevin McNair, Marketing Director