July 2021

Howzzat?! UK gears up to go cricket crazy this summer with almost half of UK parents saying its a great way to get active

As cricket’s new 100-ball competition The Hundred launches later this month, aiming to open the game up to more families, research shows that nearly half of UK parents think playing cricket is a great way to get active – but 57% have never played the game as a family.

It seems they just need encouragement and confidence though – as well as 45 per cent saying  playing cricket is a great way to get active, a third say it provides mental exercise as well as physical.

That’s why KP Snacks, as Official Team Partner of The Hundred, which launches on the 21st of July, is offering families free and easy ways to get themselves back into the game they loved as a child.

Today KP launches Everyone In – an easy-to-use digital platform offering simple, fun ways for families to get active this summer through cricket, alongside lots of fun video content with some of the male and female stars of The Hundred.

According to the research, football (50%), swimming (43%) and cycling (33%) top the list of activities that UK families do together with cricket (18%) in 6^th place. Meanwhile almost half of parents (47%) say they played cricket a lot when they were growing up and over a third (37%) state they love cricket and wish they played it more often.

And with 57 per cent of UK parents stating they have never played cricket as a family, the Everyone In Hub provides a fantastic resource to inspire parents and children to get involved with cricket in a fun and easy way, encouraging them to go outdoors and enjoy playing together as a family. The hub also hosts a free prize draw, giving cricket loving families a chance to win tickets to The Hundred final.

Moreover, with the research showing that 60 per cent of families don’t own the right equipment to play the game, KP Snacks has partnered with Co-op in Manchester to give away thousands of balls and bats, so the 37 per cent who say they wished they played more cricket are kitted out and ready to enjoy the game, without needing to worry about buying the equipment. Starting in Manchester in 2021, then rolling out more widely over time, the equipment giveaway aims to inspire some 500,000 people to get active through cricket by the end of the five year partnership.

Kevin McNair, Marketing Director from KP Snacks says: “Cricket is a fantastic game that gets the whole family out and active, while providing great fun too. We have partnered with The Hundred because we believe cricket is the perfect route to encourage families to get moving and enjoying more moments together. Our partnership will focus on widening cricket’s appeal by making it simple, fun and as easy as possible for families to access and participate in.

“With our Everyone In Hub, we hope to make cricket very accessible to all families out there who might love the game but not have the right equipment, or are wanting to try to play but don’t know where to start from.”

Ravi Bopara cricketer and parent from London Spirit, says: “Cricket is a great way to stay active as a family and the Everyone In campaign provides a massive boost to inspire everyone up and down the country to pick up a bat and ball this summer. Visit www.everyonein.co.uk for inspiration and to also see me, and some of The Hundred players, trying our hand at some crazy challenges!”

Everyone In is now live at everyonein.co.uk.