Cricket Board of England and Wales (ECB)

KP Snacks has become the official partner of the England Cricket team.

KP Snacks has teamed up with England Cricket, to become the team’s official partner.

The brands of KP Snacks will appear on the match kits in England, the new shirts making their debut in the vitality of women in England IT20 against the Antilles in the Spitfire Ground, Canterbury, May 21, 2025.

This new partnership is added to the current KP partnership with The Hundred. Since 2021, this partnership has enabled more than 100,000 people to go up and in the country to meet more active, thanks to the installation of new KP snacks, any time, everyone in the locations in communities, free kit and equipment gifts and community cricket events.

Together, KP Snacks and the ECB aim to defend healthier lifestyles and inspire more families to become active thanks to the cricket, aimed at creating a million opportunities for people to become active thanks to the cricket by 2033.

The partnership included the Community Pitches project – an initiative greater than the investment in partnership. This is part of everyone’s campaign of KP Snacks, which will see the installation or renovation of 100 permanent and non -turf cricket fields by the end of 2025 to support the base cricket and encourage families and children to try cricket.

71 locations have already been installed since 2023, with 29 others planned for installation in 2025. These locations are distributed across the country, improving access to cricket for 12 million people living less than two miles from the new installation.

Appropriate areas have been identified by assessing key measures of the scope of the population and providing cricket to those who may not have access to facilities before, or whose facilities have degenerated over time. The locations will be maintained and managed by the respective local council in the district.

This has a significant impact on local communities, providing better access to sport for more people through a variety of uses, families who present themselves and play organized participation programs for all stars and Dynamos, Walking Cricket and Street Cricket Program for free.

In addition to these specific initiatives delivered in partnership with KP Snacks, the ECB reinvests the income received from trading partners in the game in several key areas. These include, but without limiting themselves, the participation programs that give more than a million children and young people the possibility of playing cricket, providing cricket in hundreds of public schools through our charitable partners and investing in new locations and facilities to give people more people to play in their community.

Tony Singh, director of commercial and global growth of the ECB, said: “This partnership with KP Snacks is no more than sponsorship – it is a question of making a real difference in the communities. Thanks to our existing partnership, hundreds of thousands are now more active, which facilitates participation in sport.

“By extending our collaboration with KP Snacks on match and training kits in England, we deepen our common vision to inspire active lifestyles and advance a million people in cricket by 2033.”

Kevin McNair’s marketing director KP Snacks said: “We are delighted to announce our continuous partnership with the ECB, based on the success of the hundred and the all fields, which will see the 100 locations all time in place in the communities by the end of the year.

Thanks to our new role as an official team partner for England Cricket, we continue to make cricket more accessible to more people, inspiring greater participation and encouraging active lifestyles – and ultimately brings us closer to our ambitious goal of creating a million opportunities so that people become active by 2033. “