The KP Snacks UK-based snack foods producer has upgraded and expanded its commercial tie-up with the England and Wales Cricket Board (ECB).
Through a deal unveiled today, KP Snacks (through a range of its individual brands) becomes a sleeve sponsor of the various England representative national teams – both men's and women's – across match and training kits.
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In terms of how each England side will align with KP Snacks' array of brands, Tyrrells will feature as a sleeve partner for test match kits, KP Nuts for One Day Internationals, Hula Hoops for Twenty20 kits, and the Whole Earth brand will feature on England training kits.
This comes in addition to KP Snacks' existing sponsorship of The Hundred, the domestic, eight-team, short-format cricket competition run by the ECB. That tie-up, which got underway for The Hundred's launch in 2021 (but was first unveiled in 2019), was valued by GlobalData – at the time – at almost $5 million in total.
Now, KP Snacks' various brands – including crisp brands such as McCoys and Hula Hoops – will also feature on England kits, with the first match under the terms of this contract to be England Women's Twenty20 clash against the West Indies in Canterbury late next month.
KP Snacks has also been working alongside the ECB to encourage more participation in local grassroots cricket, with this element of the tie-up to continue through the brand's 'Everyone In' campaign.
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By GlobalDataIn terms of the ECB's commercial activity, earlier this month, the governing body added Japanese automobile company Toyota as a major partner.
The ECB is currently preparing for a busy summer season, featuring home international series against the West Indies and South Africa, a one-off men’s test against Zimbabwe, and India visiting to take on England in men’s, women’s, and mixed disability series.
Other ECB sponsors include the likes of Cinch, Rothesay, Metro Bank, Vitality, and IG.
For its sponsorship of The Hundred, eight KP Snacks brands have front-of-shirt sponsorship rights to one team each.
