ECB expands KP Snacks partnership

The England & Wales Cricket Board (ECB) has announced an expanded partnership with KP Snacks, which becomes the official team partner of England Cricket.

As per the agreement, KP Snacks’ branding will feature on the sleeve of the new England match and training shirts. In addition, Tyrrells will feature on the Test kit, KP Nuts on the One Day International kit, Hula Hoops on T20 kits, and Whole Earth on training kits.

This agreement builds upon KP Snacks’ existing partnership with The Hundred, which began in 2021.

The collaboration with the 100-ball summer cricket tournament included the ‘Everyone In’ Community Pitches Project, aiming to install or refurbish 100 permanent, non-turf cricket pitches by the end of 2025 to support grassroots cricket. To date, 71 pitches have reportedly been installed since 2023, with a further 29 planned for 2025.

The ECB and KP Snacks have committed to continue championing ‘healthier lifestyles and inspiring more families to get active’, by setting a target to create a million opportunities for people to engage with cricket by 2033.

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 to 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, 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 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.”