Snack brand KP Snacks has 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% of UK adults and over 50% 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 game, and builds on the team-up with the England men’s and women’s national cricket teams which began last summer.
The new fund has been designed to help more people lead healthier, more active lifestyles by supporting those who face the greatest barriers to getting active through cricket and related activities.
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.
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.
“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.”
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