KP Snacks scores century with Hundred renewal
The ECB has extended its partnership with KP Snacks, which will see the snack brand continue as an official partner of The Hundred in a new multi-year deal.
From the 2026 season, KP Snacks’ brands, including McCoys, Pom-Bears, KP Nuts and Hula Hoops, will feature on the shirt sleeves of all eight men’s and women’s team kits in the competition.
The renewal will also see the continuation of the ‘Everyone In’ campaign, a joint initiative with the ECB to encourage families to get active through cricket.
The campaign recently celebrated the landmark of installing 100 all-weather community cricket pitches across England and Wales, a milestone marked with an event in South East London attended by players from the Oval Invincibles and London Spirit, alongside singer Fleur East and former footballer Jermain Defoe.
The partnership aims to create over 1m opportunities for people to get active through cricket by 2033.
Alex Perkins, Commercial Director of the ECB, said, “Working with KP Snacks on the ‘Everyone In’ campaign, we’ve seen huge uptake of cricket at the all-weather pitches across the country, helping to introduce a whole new generation of fans to our wonderful game.
“We’re delighted to be continuing our partnership with KP Snacks, who were the first partner to come on board with The Hundred and have played a huge role in the growth and development of the competition over the past six years.”
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