The England and Wales Cricket Board (ECB) has announced a significant strengthening of its ties with KP Snacks, elevating the prominent snack manufacturer to the esteemed position of official team partner for England Cricket.
This expanded agreement is built upon the successful foundation laid by KP Snacks’ sponsorship of The Hundred, forging a deeper collaboration that sees its well-loved brands featured on the playing and training apparel of England’s men’s, women’s, and disability cricket teams.
Under the terms of this enhanced partnership, a selection of KP Snacks’ most recognisable brands will take pride of place on the sleeves of the England kits across all formats of the game. Fans can anticipate seeing the premium crisp brand Tyrrells adorning the shirts for Test matches, the iconic KP Nuts logo on the One Day International (ODI) attire, and the playful Hula Hoops brand featured on the Twenty20 (T20) jerseys. Furthermore, reflecting a commitment to well-being, the Whole Earth brand will be visible on the official training wear worn by all England squads.
Beyond the significant brand visibility, this collaboration underscores a shared commitment between the ECB and KP Snacks to champion healthier lifestyles and foster greater physical activity within communities nationwide. Together, they have set an ambitious goal of creating a million opportunities for people to engage with cricket by 2033.
Commenting on the occasion, 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, and millions more have the opportunity to access all-weather cricket pitches, making it easier to get involved in the sport.
“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.”
Kevin McNair, Marketing Director, KP Snacks, 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.
This expanded agreement will also provide a vital boost to the ECB’s impactful “Everyone In” campaign, which includes the ongoing Community Pitches Project. This ambitious initiative is on track to significantly enhance grassroots cricket infrastructure by installing or refurbishing 100 permanent, non-turf cricket pitches across England and Wales by the end of 2025. Impressively, 71 pitches have already been successfully installed since the project’s inception in 2023, with the remaining 29 scheduled for completion next year.
KP Snacks is a leading UK snack food manufacturer, boasting a portfolio of iconic and beloved brands including McCoy’s, Hula Hoops, Tyrrells, KP Nuts, Butterkist, Pom-Bear, Skips, and Penn State. KP Snacks is dedicated to producing delicious snacks while actively promoting healthier lifestyles through impactful initiatives such as its partnership with the ECB.
The England and Wales Cricket Board (ECB) serves as the national governing body for cricket in England and Wales. Its core mission is to foster the growth of the game and cultivate a lifelong passion for cricket among the people of England and Wales. Notably, the ECB recently announced a significant multi-year partnership with global automotive giant Toyota, naming them as the new principal partner of England Cricket.