KP Snacks and The Hundred have reached a landmark in their grassroots cricket drive, unveiling the 100th community pitch in England and Wales — a symbol of their shared mission to widen access to the sport.
The latest facility, based in Charlton Park, South London, was launched at a celebratory event featuring music artist Fleur East, former England footballer Jermain Defoe, and leading Hundred cricketers including Kane Williamson, Sam Billings, Charlie Dean, Paige Schofield, Will Jacks, and Issy Wong. Residents joined celebrities and professionals in a spirited match, reflecting the inclusive ethos of the programme.
Since the partnership began three years ago, the “Everyone In” campaign — delivered by KP Snacks in collaboration with the England and Wales Cricket Board (ECB) — has installed 100 all-weather cricket pitches across the UK: 31 in the North, 15 in the Midlands, 28 in the South West and Wales, and 26 in London and the South East. The long-term ambition is to create one million opportunities for people of all ages and abilities to engage with cricket by 2033.
Alongside the milestone, KP Snacks confirmed a multi-year renewal as an official partner of The Hundred starting in 2026. From that season, household snack brands including McCoy’s, Pom-Bear, KP Nuts, and Hula Hoops will appear on the sleeves of all eight men’s and women’s teams in the competition.
Alex Perkins, Commercial Director of the ECB, praised the partnership’s impact and said, “Working with KP Snacks on the ‘Everyone In’ campaign, we’ve seen huge uptake of cricket at the all-weather pitches across the country, helping to introduce a whole new generation of fans to our wonderful game. We’re delighted to be continuing our partnership with KP Snacks, who were the first partner to come on board with The Hundred and have played a huge role in the growth and development of the competition over the past six years.”
Kevin McNair, Marketing Director at KP Snacks, highlighted the community value and added, “Since its inception, the ‘Everyone In’ campaign has been about creating opportunities for families and communities to get active through cricket. And I think Fleur, Jermain and the cricketers here today have shown us how easy and fun cricket can be when people come together. It’s been great to celebrate the landmark of 100 all-weather community pitches installed, which over the past three years have made a huge difference to communities and given more people the opportunity to give cricket a go. With our renewal as an Official Partner of The Hundred confirmed, we look forward to continuing our mission to create more than 1 million opportunities for people to get active across the UK by 2033.”
Councillor Sandra Bauer, Cabinet Member for Equality, Culture and Communities, noted the local benefits and continued, “It’s so important for local families here in Royal Greenwich to have as many opportunities as possible to get active, so that their health supports them to live their best lives. We’re so grateful to The Hundred and KP Snacks for choosing Charlton Park as the home of an ‘Everyone In’ pitch as well as for their century celebrations. These new artificial wicket facilities will make cricket more accessible to our communities, helping local people get active and inspiring the next generation of cricketers. If you fancy having a game with your family, you can hire cricket equipment for free from Charlton House, Plumstead and Woolwich Centre libraries.”
While some critics question the role of snack food brands in sport, KP Snacks and The Hundred point to the initiative’s tangible community benefits: free-to-use facilities, increased participation, and a modernised, family-friendly cricket experience.
For The Hundred — a format designed to blend elite competition with grassroots growth — the renewed deal represents a continued commitment to combining entertainment with long-term social impact.