KP Snacks becomes first sponsor of The Hundred

British snack foods manufacturer KP Snacks has signed up as a sponsor of The Hundred, the new 100-ball format competition launched by the England and Wales Cricket Board (ECB).

KP Snacks has signed a long-term deal to become the official team partner of The Hundred, which will launch in July 2020. KP Snacks becomes the first sponsor announced for the competition.

KP Snacks will activate a range of multi-channel marketing activities to leverage its association with the new competition. The company will also work with the ECB to promote its ‘Our Taste for Good’ programme.

The inaugural edition of The Hundred will be a five-week tournament and is set to feature eight city-based teams from Manchester, Leeds, Nottingham, Birmingham, Cardiff, Southampton and two in London. It will be broadcast in the UK by Sky Sports and the BBC.

KP Snacks’ brand portfolio includes McCoys, Hula Hoops, Tyrrells and Popchips.