KP Snacks, the Official Team Partner of The Hundred, teamed up with Girls Aloud star Kimberley Walsh to launch an initiative funding brand new community cricket pitches as part of KP Snacks’ initiative to give back to local communities and encourage more people to get active through cricket.

The TV presenter, singer and actress joined former England Cricket player and TV presenter Isa Guha along with stars from The Hundred such as Anya Shrubsole, Reece Topley and Tammy Beaumont for a cricket session along with members from the local communities at Broadwater Farm, Tottenham at one of the first pitches to be installed as part of KP Snacks ‘Everyone In’ campaign. Over the next three years and in collaboration with the England and Wales Cricket Board (ECB) 100 non-turf cricket pitches will be installed or refurbished through-out England and Wales at sites within proximity of each of the team cities linked to the Hundred.

Suitable areas were identified by assessing against key measures of population reach and bringing cricket to those who may not have had access to facilities previously or whose facilities have degenerated over time. The pitches will be maintained and run by the respective local council within the borough.  Thirty-five pitches will be installed and ready to use and play on this year, with the remaining completed over the next two years.

The KP Snacks community pitch initiative will have a significant impact on local communities, offering greater access to sport for more people. It reflects KP Snacks' commitment to investing in local communities to promote healthier lifestyles by facilitating access to sports and encouraging families to become more physically active.

This is a fundamental aspect of KP Snacks' People & Planet responsible business programme and forms part of England & Wales Cricket Board’s (ECB’s) commitment to drive the participation and growth of the game. The ‘Everyone In’ campaign is part of KP Snacks’ commitment to get people active through cricket over the course of their 5-year partnership with The Hundred.

Kevin McNair, Marketing Director at KP Snacks said: “At KP Snacks, we recognise we have a responsibility to our consumers and communities, and we are proud to be championing healthier lifestyles for them. Throughout our five-year partnership with The Hundred, we’re aiming to help thousands of families become more active and we’re building on this with our new community pitch initiative which invests in local communities and improves access to cricket.” 

Kimberley Walsh said “If I’m totally honest, this is the first time I’ve ever played Cricket, but I had such a good time. I’m always thinking of new, creative ways I can keep me and family healthy and active, and this is certainly one. The introduction of these new pitches across England & Wales is fantastic and I encourage all families to go to a pitch near them and give Cricket a try.”

Isa Guha said: “Cricket is such a great way to keep active and a fun opportunity to get your friends and family involved whether it is playing in the back garden or down at your local park. The KP Snacks Community Pitches is a brilliant initiative as it means better access for everyone and anyone who wants to either try cricket for the first time or keep playing.”

Tony Singh, Chief Commercial Officer at the ECB said: “We have been working with local authorities and Sport England on Playing Pitch Strategies over the last 10 years and we know that in urban areas in England and Wales, demand for cricket significantly outstrips supply. The ECB’s Non-Turf Pitch programme, now boosted by the brilliant partnership with KP, is one way in which we are investing to meet this demand, creating new opportunities for local communities to access high quality cricket facilities in parks and recreation grounds where they live. These new facilities are getting more people active, whether that is with their local club, school, or through All Stars and Dynamos, as well as supporting the rapid growth in Women’s and Girl’s cricket.”