KP Snacks has been named as the official team partner for The Hundred, a new 100 ball cricket tournament launching in the UK next year.
Designed to encourage families to take part in sport, The Hundred tournament will feature world-class players from England and around the world in men’s and women’s games.
The five-week competition will be played in July 2020 and will feature eight teams from Manchester, Leeds, Nottingham, Birmingham, Cardiff, Southampton and two in London (based at Lord’s and The Oval). The tournament will be screened live by Sky Sports and the BBC.
The long-term partnership between the latest cricket event and KP Snacks is designed to increase awareness of The Hundred across England and Wales.
Kevin McNair, marketing director at KP Snacks, commented: “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.”
Rob Calder, commercial director of The Hundred, added: “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 for every family and KP Snacks share that vision and opportunity. One year to go, we’re delighted to have already secured such a wellknown brand to cricket for the first time.”
KP Snacks will be launching a series of multi-channel marketing campaigns in association with The Hundred, including working together to support the company’s ‘Our Taste for Good’ programme.
Since 2005, the KP business has reduced saturated fat by 80% across its core brands and has pledged to increase by 50% the number of products it makes with 100 calories or fewer by 2025 (per pack and vs. 2018).