KP Snacks

The Hundred

Supporting active lifestyles with cricket

In 2021, we started 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. 540,000 fans attended tournament matches in 2024, 30% were new to cricket and over 300,000 were women.

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, which is played at grounds around the UK. The 2025 tournament starts on 5 August.  

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.

As part of this, KP Snacks is in the process of installing new community cricket pitches across the country, to inspire a new generation to take up the sport.  By the end of 2024 we had installed 62 pitches, all 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