KP Snacks has 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 1 million opportunities for people across the UK to get more active by 2033.
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.
Kevin McNair, Marketing Director at KP Snacks, said: “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. 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.”
The company noted that brands featured on The Hundred shirt sleeves are showing positive year-on-year value growth with Hula Hoops at +10.6%, Tyrrells at +10.4%, McCoy’s at +3.3%, POM-BEAR at +7.1%, and KP Nuts at +3.8%.
