Today, the ECB and KP Snacks have announced a new partnership with England Cricket to become the Official Team Partner.
KP Snacks’ brands will feature on England match kits, with the first new shirts making their debut at the England Women’s IT20 against West Indies Women at The Spitfire Ground, Canterbury, on 21 May 2025.
Tyrrells, KP Nuts, Hula Hoops and Whole Earth will appear on the sleeves of the new England match and training shirts, with different brands for different cricket tournaments as follows:
- Tyrrells on the England Test kit
- KP Nuts on the One Day International kit
- Hula Hoops on T20 kits
- Whole Earth on England training kits.
This new partnership is in addition to KP’s current partnership with The Hundred, which has enabled over 100,000 people to get more active together since 2021, with the installation of new all-weather KP Snacks-sponsored Everyone In pitches in communities around the UK.
Together, KP Snacks and the ECB aim to champion healthier lifestyles and inspire more families to get active through cricket.
The partnership has included the Community Pitches Project which forms part of KP Snacks’ Everyone In campaign. This will see the installation or refurbishment of permanent, non-turf cricket pitches across the country to support grassroots cricket, and encourage families and children to give cricket a go.
Suitable areas were identified by assessing against key measures of population reach and bringing cricket to those who may not have had access to facilities previously, or whose facilities have degenerated over time. The pitches will be maintained and run by the respective local councils.
71 pitches have already been installed since 2023, with a further 29 planned for installation in 2025, improving access to cricket for 12 million people living within two miles of the new facilities.
This offers greater access to the sport for more people through a variety of uses, from families turning up and playing free of charge, through to organised participation programmes such as All Stars and Dynamos, Walking Cricket and Street Cricket programmes.
As well as these specific initiatives delivered in partnership with KP Snacks, the ECB reinvests income received from commercial partners back into the game across several key areas. These include, but are not limited to, participation programmes that give more than a million children and young people the chance to play cricket, provision of cricket in hundreds of state schools through charity partners and investing in new pitches and facilities to give more people opportunities to play within their community.
Tony Singh, Chief Commercial Officer at the ECB said: “This partnership with KP Snacks is about more than just sponsorship – it’s about making a real difference in communities. Thanks to our existing partnership, hundreds of thousands are now more active through cricket, and millions more have the opportunity to access to all-weather cricket pitches, making it easier to get involved in the sport.
“By extending our collaboration with KP Snacks to England match and training kits, we’re furthering our shared vision to inspire active lifestyles and get a million people moving through cricket by 2033.”
Kevin McNair Marketing Director, KP Snacks said: "We are delighted to announce our continued partnership with the ECB, building on the success of The Hundred and the Everyone In programme, which will see all 100 all-weather pitches in place in communities by the end of this year.
"Through our new role as official Team Partner for England Cricket, we are continuing to make cricket more accessible to more people, inspiring greater participation and encouraging active lifestyles – and ultimately bringing us closer to our ambitious target to create a million opportunities for people to get active by 2033."