Food manufacturer KP Snacks has become an Official Team Partner of the England cricket team, with its branding now set to appear on the sleeve of the side’s match and training kits.
The deal will see the Slough-based firm work with the England and Wales Cricket Board (ECB) to encourage healthier lifestyles and inspire more people to get involved with cricket, aiming to create a million opportunities for people to get active by 2033.
This latest partnership will mark an expansion of KP Snack’s involvement in English and Welsh cricket, having partnered with white-ball domestic competition ‘The Hundred’, since 2021.
“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 [of people] 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,” ECB chief commercial officer, Tony Singh said.
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“By extending our collaboration with KP Snacks onto the 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.”
The collaboration will also include the brand’s ongoing involvement in the Community Pitches Project, an initiative that forms part of KP Snacks’ ‘Everyone In campaign’, which will see the installation or refurbishment of 100 permanent, non-turf cricket pitches by the end of 2025 to support grass roots cricket and encourage families and children to give cricket a go.
KP Snacks marketing director, Kevin McNair added: “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 the 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 brings us closer to our ambitious target of creating a million opportunities for people to get active by 2033.”
