- KP Snacks announces the launch of The KP Snacks Everyone In Fund, supporting the ECB’s Cricket Cities Programme
- KP Snacks’ three-year, £750k investment in grassroots cricket will help remove barriers to participation and physical activity in urban communities across England and Wales
- Fund continues KP Snacks’ long-standing support of cricket and commitment to getting people active through the sport, following its six-year-and-counting partnership with The Hundred and partnership with England national teams signed last year
- The initiative forms part of the KP Snacks Everyone In mission to get more people active and promote healthier lifestyles through cricket
KP Snacks has today announced the launch of The KP Snacks Everyone In Fund to support the England and Wales Cricket Board’s Cricket Cities Programme for the next three years.
The fund will see KP Snacks committing £750k over three years to help support grassroots cricket projects in urban communities across England and Wales, with a focus on removing barriers to participation and helping more people get active through the sport.
With the most recent Sport England data showing that almost 40 per cent of UK adults and over 50 per cent of young people are not meeting the government-recommended activity targets, the investment marks the latest step in KP Snacks’ continued commitment to providing more opportunities for people to become physically active.
The new initiative follows KP Snacks’ successful six-year-and-counting partnership with The Hundred and builds on the team-up with the England men’s and women’s national cricket teams, which began last summer.
The KP Snacks Everyone In Fund is designed to help more people lead healthier, more active lifestyles by supporting those who face the greatest barriers to getting active through cricket and cricket-related activities. The fund will focus on communities in urban areas where access to green spaces, affordable activities and sporting opportunities can be limited, helping more people build physical activity into their everyday lives.
The investment will support the ECB’s Cricket Cities Programme, which works across 21 urban communities in England and Wales, including areas of London, Birmingham, Bradford, Manchester, Leeds, Nottingham and Bristol, to remove barriers to participation through locally designed initiatives that reflect the needs of each area.
Working alongside Recreational County Boards and community partners, the programme creates more opportunities for people of all backgrounds to get active through cricket, making the sport more accessible, inclusive and relevant to the communities it serves.
The launch builds on KP Snacks’ Everyone In initiative, which was created to champion healthier lifestyles by inspiring more people to get physically active. In 2022, KP Snacks began partnering with the ECB to install 119 all-weather, grassroots cricket pitches in parks and public spaces across the UK as part of its commitment to creating more opportunities for people to get active.
Kevin McNair, Marketing Director at KP Snacks, said: “Everyone In reflects our ambition to help as many people as possible lead healthier, more active lives, while giving particular support to those who are currently excluded from opportunities to get active. Through the KP Snacks Everyone In Fund, we are committing to an investment over three years to support the ECB’s Cricket Cities Programme and create more accessible ways for people to take part in cricket and cricket-related activities.
“For many people, particularly in urban communities, barriers such as limited green space, the cost of organised activity and a lack of suitable local opportunities can make it harder to be active. By working with the ECB, Recreational County Boards and community partners, we want to help remove those barriers and make physical activity feel more achievable, welcoming and relevant to more people.
“Our cricket partnerships, from The Hundred to the England teams, give us a powerful platform to inspire participation and support lasting change. This fund is about using cricket as a route into activity, helping more people move more often and ensuring that, when it comes to getting active, everyone really is in.”
Leshia Hawkins, Managing Director of the Recreational Game at the ECB, said: “The Cricket Cities Programme works with ethnically diverse communities, using cricket as a platform to create lasting social impact. KP Snacks’ investment through the Everyone In Fund will help strengthen that work – through community-led partnerships we’re strengthening local organisations and supporting delivery to enable more people to experience the game in a way that works for them.
“We are delighted to continue working with KP Snacks, whose support for cricket across The Hundred, England teams and grassroots participation continues to play an important role in making the game more inclusive and accessible.”
The KP Snacks Everyone In Fund will continue to support projects that create more opportunities to get active, helping to deliver KP Snacks’ ongoing mission to use the power of the sport to promote healthier lifestyles.
To watch the KP Snacks Everyone In Fund launch video, please click here.
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