Crisp maker Kettle Chips has announced a partnership with the ICC Women’s T20 World Cup 2026, taking place across England and Wales from 12 June to the 5 July.
The collaboration unites the brand as official partner with the team sport, celebrating the joy of cricket and encouraging participation at every level. By bringing fans together through gourmet snacking, the brand will “drive category growth while engaging a diverse community of cricket and sport enthusiasts,” it said.
The brand’s Krinkle range will take centre stage, bringing its signature crunch to every boundary this summer. Kettle Krinkle is built for high-impact flavour, making it the ultimate teammate for fans watching the best cricket players compete on the global stage.
The partnership will see Kettle Chips championing cricket throughout this summer of sport, arriving at a time when women’s cricket is experiencing remarkable growth. With millions of sports fans from core cricket nations, including India, Pakistan, Australia, South Africa, and New Zealand, the crisps will amplify the tournament’s unmissable experience.
Kettle Chips will support the game’s evolution from the grassroots level up. The brand will champion a more inclusive environment, harnessing its platform to help lower the barriers to entry, ensuring that the next generation of players and sports fans can experience the empowerment and community provided by team sport.
Michael Inpong, chief marketing officer at supplier Valeo Foods UK, said: “The move aligns our gourmet brand with an international league of courage and community. By supporting the tournament, we aren’t just putting chips in hands, we’re standing behind the players leading the face of cricket, making sure the sport is as inclusive at the local club level as it is on the world stage.”
Kettle Chips will roll out a series of activations created to build momentum to inspire and support young adult cricket players and fans. Limited-edition packs inspired by the games will span 13 of the brands SKUs within the range - totalling five million packs - alongside on-site interactive stadium activations and grassroots infrastructure support, enhancing the sport to those with little to no knowledge.
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