Supporting active lifestyles with cricket

In 2021, we commenced our partnership with the England and Wales Cricket Board (ECB) with the launch of  The Hundred, an exciting, faster, and more accessible new form of cricket, created by the ECB to attract a new and broader audience.  A record 580,000 fans attended matches in 2023, with 41% of tickets sold to families and 30% to female ticket purchasers.

As official team partner, eight of KP Snacks’ leading brands feature on the team shirts of both men’s and women’s teams in The Hundred tournament, which is played at regional grounds around the UK, this year running from 23 July to 18 August 2024.

One of our key People & Planet targets is to create more than 1 million opportunities for people to get more active, so, as well as being a key sponsor for The Hundred to create enthusiasm for cricket to a more diverse audience, we are also supporting family and community participation in cricket through our ‘Everyone In’ programme.

Everyone In!

Running alongside our sponsorship of The Hundred, Everyone In is 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.

On pack promotion

For 2024, we have launched a new promotion with daily cash and cricket prizes up for grabs and a main prize of £10,000.  Find it on all the leading KP brands that feature on the team shirts of the eight competing men’s and women’s teams in The Hundred.  Read more 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