- KP Snacks announces multi-year extension to its partnership with the England and Wales Cricket Board to continue as an Official Partner for The Hundred
- From the 2026 season, KP Snacks brands will feature on the shirt sleeves of all eight Hundred team kits
- "Everyone In" campaign aims to create 1 million opportunities for people across the UK to get more active by 2033
KP Snacks has today announced a multi-year renewal of its partnership with the England and Wales Cricket Board (ECB) to remain an Official Partner of The Hundred. The long-term extension of the partnership will see KP Snacks and the ECB continue to cooperate in their joint mission to get families across the country active through the sport of cricket.
Beginning with the 2026 season of The Hundred, KP Snacks brands, including McCoy’s, Pom-Bear, KP Nuts and Hula-Hoops, will appear on the sleeves of the eight men’s and women’s teams in the competition, driving brand awareness.
KP Snacks will also continue its investment in community cricket and facilities across the country as part of its ‘Everyone In’ campaign. KP Snacks became the first-ever partner of The Hundred in 2019, joining forces with the ECB ahead of the competition’s inaugural season, and in 2022 launched the "Everyone In" campaign, with the aim of creating one million opportunities for people across the UK to get more active by 2033.
Under the “Everyone In” banner, KP Snacks and the ECB have worked together to install 100 all-weather community cricket pitches in areas previously underserved by the sport, bringing thousands of new participants into the game – and this year are celebrating a century, having reached the landmark of installing 100 grassroots pitches in parks and community locations across England and Wales.
The renewal follows KP Snacks’ announcement earlier this year to become the Official Team Partner of the England men’s, women’s and disability national cricket teams, as it continues its mission to encourage families and communities up and down the country to get active through cricket.
“We are delighted to announce the renewal of our status as an Official Partner of The Hundred, enabling us to continue building on an already highly successful collaboration,” said Kevin McNair, Marketing Director at KP Snacks. “This renewed partnership not only reinforces KP Snacks’ commitment to supporting inclusive, high-profile sporting events, but also strengthens our brand visibility and engagement across a wide national audience. The partnership plays a vital role in advancing our People & Planet ambitions, in particular our commitment to creating over one million opportunities for people to get more active across the UK by 2033.”
KP Snacks' portfolio is growing +3.1 per cent, outpacing the overall CSN category, which stands at +1.3 per cent. Brands featured on The Hundred shirt sleeves are showing positive year-on-year value growth with Hula Hoops at +10.6 per cent, Tyrrells at +10.4 per cent, McCoy's at +3.3 per cent, POM-BEAR at +7.1 per cent and KP Nuts at +3.8 per cent.