North East Connected


KP Snacks announced as the new Official Team Partner for The Hundred, helping to grow cricket and get families active.

The new long-term partnership with KP Snacks, which owns a stable of household favourites including McCoys, Hula Hoops, Tyrrells and Popchips, will help The Hundred reach families across England and Wales.

The Hundred – which launches in July 2020 – is set to provide sports fans with an exciting new 100 ball format featuring world-class players from England and around the world in men’s and women’s competitions. The five-week tournament will be played at the height of summer and feature eight city-based teams from Manchester, Leeds, Nottingham, Birmingham, Cardiff, Southampton and two in London (based at Lord’s and The Oval). It will be screened live by Sky Sports and the BBC. There has even been a recent demand for fantasy cricket apps to be developed.

Rob Calder, commercial director of The Hundred, said: “We’re thrilled to be partnering with KP Snacks to help grow the game of cricket and get families active. The Hundred will offer world class cricket to a diverse range of communities and KP Snacks share that vision and opportunity. One year to go, we’re delighted to have already secured such a well-known brand to cricket for the first time.”

Kevin McNair, marketing director at KP Snacks, added, “We are delighted to be partnering with The Hundred to help encourage families to get active through cricket. KP Snacks prides itself in innovative approaches and this offers us a great way of mattering more to more people. We can’t wait to work with the teams to celebrate the diverse and inclusive nature of The Hundred.”

KP Snacks will be activating a series of multi-channel marketing activities to leverage its association with The Hundred including working together to support the company’s ‘Our Taste for Good’ programme. Since 2005, the business has reduced saturated fat by 80% across its core brands and has pledged to increase the number of products with 100 kcal or fewer per pack by +50%, by 2025 (vs 2018).

The men’s Player Draft is set to provide a historic first for British sport when it is staged on Sunday, October 20. It will be shown live by Sky Sports, with extensive coverage across the BBC.

Fans can register their interest in tickets and information via

Exit mobile version