Stars from The Hundred with Jermain Defoe at the KP Snacks Centenary Event
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KP Snacks marked a major milestone this week as it celebrated the installation of its 100th community cricket pitch with a star-studded game at Charlton Park, South London – the latest addition in its nationwide ‘Everyone In’ initiative to get more people active through cricket.
Pop star and presenter Fleur East headlined the event alongside former England striker Jermain Defoe, with both celebs swapping showbiz and football boots for cricket bats as they led teams of local players in a friendly but spirited match.
“This was such a fantastic experience,” East said, moments after the game. “I love keeping active, and trying something new like cricket – especially with the community cheering us on – was such a great way to have fun and get moving.”
Joining the festivities were some of the game’s biggest names from The Hundred, including Kane Williamson, Will Jacks, Sam Curran, Paige Schofield and Issy Wong, all lending their star power and skills to support the campaign’s mission of making cricket more accessible.
Several of the players there had real personal investment in the work being done to engage with new communities and cricket. England Women’s International, Paige Schofield was speaking at a KP Snacks event in Charlton Park, helping to celebrate their achievement of installing 100 all-weather, grassroots community cricket pitches across England and Wales.
Schofield said: “I first moved over in 2007 and I hadn’t played cricket before and I actually got into cricket through the Asda camp they used to do it in the schools, that’s how I got involved.
“So for me, these campaigns actually mean a lot and I am living proof that they work. The more we can push them out, the better.”
Will Jacks reiterated the importance of engaging with children, in order to facilitate brining the game to a wider audience stating:
“I think accessibility is really important and what’s happening here today and around with these 100 pitches is a really good initiative.
“We just need to continue to enable young children to have access to the game.”
Sam Curran watches on in the community match
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The game itself saw Fleur and Jermain face off, each backed by local cricketers and captained by England internationals Charlie Dean (London Spirit) and Sam Billings (Oval Invincibles). For the crowd, it was a rare opportunity to see elite-level players rubbing shoulders with grassroots talent on a community stage.
Defoe, no stranger to park-based beginnings himself, reflected on how meaningful these new facilities could be for young people: “I grew up kicking a ball around local parks not far from here – that’s where it all started for me. Now these cricket pitches can give kids the same kind of gateway I had, whether they want to chase a professional dream or just have fun with friends.”
The pitch in Charlton Park is part of KP Snacks’ ambition to deliver one million opportunities for people to get active by 2033. So far, the company has rolled out 100 all-weather pitches across England and Wales since 2022, with facilities installed in locations including Avery Hill Park, Eltham Park South, and Hornfair Park within the Royal Borough of Greenwich alone.
“We’ve seen how cricket can bring people together and spark real joy,” said Kevin McNair, Marketing Director at KP Snacks. “To reach 100 pitches is a proud moment, and it’s been incredible to see Fleur, Jermain, and some of the best cricketers in the world join local communities to celebrate that.”
Fleur East swings the bat with The Hundred stars waiting in the slips
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Since its launch, the ‘Everyone In’ campaign has spread across the UK with 31 pitches in the North, 15 in the Midlands, 28 in the South West and Wales, and 26 in London and the South East, boosting grassroots engagement and introducing thousands to the game.
Alex Perkins, Commercial Director of the ECB, called the uptake “huge,” noting that the project has been instrumental in growing interest at local levels. “KP Snacks were the first partner to back The Hundred and their continued support has been vital to the competition’s growth. We’re thrilled to extend that partnership.”
That extension was officially confirmed during the Charlton Park event, as KP Snacks announced it will remain an Official Partner of The Hundred beyond 2025, ensuring its brands – including McCoy’s, Hula Hoops, KP Nuts and Pom-Bear – continue appearing on all eight men’s and women’s teams’ sleeves from the 2026 season.
For the local community, the long-term impact is just as important. “Cricket is such a powerful way to support health and wellbeing,” said Cllr Sandra Bauer, Cabinet Member for Equality, Culture and Communities in Royal Greenwich. “Thanks to KP Snacks and The Hundred, this pitch at Charlton Park will make the game more accessible for everyone, and we’re encouraging families to come out and give it a go.”
Kane Williamson poses with fans and local players
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Locals can even hire cricket equipment for free from several local libraries, including Charlton House, Plumstead, and Woolwich Centre.
As East summed up, the day was about more than just cricket. “Being here today has really shown me the value of this campaign. With 100 pitches now out there, there’s no excuse not to get involved!”
KP Snacks, the Official Team Partner of The Hundred, are celebrating the installation of 100 new community cricket pitches across England and Wales. To find out more and search for your nearest pitch, visit: www.everyonein.co.uk/pitchfinder.
© Cricket World 2025
