KP Snacks has launched a £750,000 fund to support the England and Wales Cricket Board’s (ECB) Cricket Cities Programme over the next three years. The KP Snacks Everyone In Fund aims to bolster grassroots cricket initiatives in urban communities, with a particular focus on reducing barriers to participation and encouraging greater physical activity through cricket.
The Cricket Cities Programme operates across 21 urban areas in England and Wales, including major cities such as London, Bradford, Manchester, Leeds, Nottingham, Birmingham, and Bristol. The initiative collaborates with recreational county boards and community partners to tailor local projects that address specific challenges faced by these communities. These efforts are designed to make cricket more accessible and inclusive, using the sport as a means to engage ethnically diverse populations and support social development.
Recent data from Sport England highlights a widespread issue with physical inactivity, revealing that nearly 40 percent of UK adults and over half of young people do not meet the government’s recommended levels of exercise. KP Snacks’ investment seeks to tackle such challenges, particularly in urban settings where access to green space and affordable sporting opportunities can be limited.
Leshia Hawkins, managing director of the recreational game at the ECB, emphasized the role of cricket in facilitating social impact through community-led initiatives. She noted that KP Snacks’ backing will strengthen local organisations and enhance delivery mechanisms to ensure more individuals can experience cricket in ways that suit their needs.
Kevin McNair, marketing director at KP Snacks, stated that the Everyone In Fund reflects the company’s commitment to promoting healthier, more active lifestyles, especially among those currently excluded from regular physical activity. He highlighted barriers such as limited green space, high costs, and a lack of local options that often prevent participation in sport within urban areas. By partnering with the ECB and community stakeholders, the fund aims to create inclusive opportunities that make being active more achievable and welcoming.
This fund builds on KP Snacks’ earlier collaboration with the ECB, which began in 2022 with the installation of 119 all-weather grassroots cricket pitches in public parks across the UK. Through these ongoing efforts, KP Snacks intends to leverage cricket’s widespread appeal to inspire greater physical activity and foster healthier communities nationwide.