KP Snacks has been announced as the new Official Team Partner of England Cricket, strengthening its collaboration with the England and Wales Cricket Board (ECB) and expanding its community-driven initiatives across the country.
The partnership will see KP Snacks’ brands featured on England match kits, starting with the England Women’s Vitality IT20 against the West Indies on 21 May 2025 at The Spitfire Ground in Canterbury.
Building on success with The Hundred
This development builds on KP Snacks’ existing partnership with The Hundred, launched in 2021. That relationship has already introduced over 100,000 people to cricket through free equipment, community cricket events, and the installation of all-weather pitches.
Everyone In campaign targets 1 million active participants
Through the Everyone In campaign, KP Snacks and the ECB aim to create one million opportunities for people to get active through cricket by 2033. A key component is the Community Pitches Project, which has already installed 71 non-turf pitches since 2023, with another 29 set to open in 2025.
These pitches are strategically located to reach communities that previously lacked access to quality cricket facilities. Once installed, local councils will manage them, enabling free and organized usage, including All Stars Cricket, Dynamos Cricket, Walking Cricket, and Street Cricket programmes.
Wider impact across cricket participation
In addition to these initiatives, the ECB reinvests commercial partnership income into the grassroots game. This includes delivering cricket to over a million children through school programs, new pitch developments, and youth participation projects in collaboration with charity partners.
Leaders on why the partnership matters
Tony Singh, Chief Commercial and Global Growth 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.”
Kevin McNair, Marketing Director at KP Snacks, added: “We are delighted to announce our continued partnership with the ECB, through which we aim to create a million opportunities for people to get active by 2033.”
Name of Author: ECB
The England and Wales Cricket Board (ECB) is the national governing body for cricket in England and Wales, formed on January 1, 1997. It combines roles from the Test and County Cricket Board, National Cricket Association, and Cricket Council, and integrated the Women’s Cricket Association in 1998. Based at Lord’s Cricket Ground, the ECB oversees all levels of cricket, including national teams for men, women, and various disability categories.
