Here are the companies and organisations enjoying a strong branding presence across the digital and physical assets of The Hundred – an innovative new 100-ball professional franchise cricket tournament covering both the men’s and the women’s side of the sport courtesy of the England and Wales Cricket Board (ECB).
Official Broadcast Partners
Sky Sports | BBC Sport – Both Sky Sports (London-headquartered British subscription television sports channels network) and BBC Sport (Salford-headquartered sports division of the British Broadcasting Corporation) are principal broadcasters of the inaugural edition of The Hundred.
Cazoo – The London-based British online car retailer was announced as the Principal Partner of The Hundred in December 2020 in a multi-year agreement. The deal grants Cazoo branding presence inside the stadia, across digital channels and on the players’ sleeves throughout the tournament.
Official Team Partner
KP Snacks (Kenyon Produce) – The Hayes-headquartered British producer of maize, potato, and nut-based snacks signed a five-year deal with the ECB in July 2019 to become the Official Team Partner of The Hundred.
Reportedly worth £4m, the partnership has drawn severe criticism since its announcement and was even in jeopardy for a while given the British government’s attempt at stomping down on promotion of products that are high in fat, salt and sugar. But the partnership was spared, thanks to a loophole that allowed advertisement of the brands without actually showing any of the aforementioned products.
The partnership sees KP Snacks hold advertising and branding rights across the venues and digital channels throughout the course of the 100-ball tournament. Also, each team participating in the tournament have a KP Snacks-owned product as the front-of-shirt sponsor for their official shirts.
Here are the teams and their front-of-shirt sponsors –
- Birmingham Phoenix – Butterkist: a popcorn brand.
- London Spirit – Tyrrells: a potato crisps brand based in Leominster.
- Manchester Originals – McCoy’s: a thick, ridged crisps brand.
- Northern Superchargers – Popchips: a popped potato and corn products brand.
- Oval Invincibles – KP Nuts: a flavoured nuts brand.
- Southern Brave – Pom-Bear: a teddy bear-shaped potato chip brand.
- Trent Rockets – Skips: a product KP describes as “a uniquely fizzy, light, melt-in-the-mouth snack”.
- Welsh Fire – Hula Hoops: a snack food made out of potatoes and corn in the shape of short, hollow cylinders.
Official Kit Partner
New Balance – The Boston-headquartered American sportswear brand expanded its partnership with the ECB to become the Official Kit Partner of The Hundred in October 2019. The deal sees New Balance supply kits for all eight teams participating in the tournament.
Official Hat Partner
The New Era Cap Company – The Buffalo, New York-headquartered American headwear company was announced as The Hundred’s Official Headwear Supplier in September 2019 on a three-year deal. New Era supplies all eight teams of the competition with caps and hats.
Official Wellness Partner
Vitality – The ECB extended its partnership with the London-based health insurance company in October 2019, which made Vitality the Official Wellness Partner of The Hundred. Building on the pre-existing relationship, the two parties continue to work on initiatives to increase physical activity in cricket fans as well as offer exclusive experience opportunities.
Official Helmet Supplier
Masuri – The Winchester-based cricket protection equipment manufacturer was announced as The Hundred’s Official Helmet Supplier in December 2020. The deal sees Masuri supply its range of helmets and neck protection equipment to every team playing the tournament.
BBC Music – The London-based music division of the British Broadcasting Corporation was announced as an Official Partner of The Hundred in May 2021. The partnership is primarily focused on bringing live music back to the sporting events across the UK as the spectators return to the grounds post the COVID-19 lockdown.
Each team playing in the tournament are allocated a ‘BBC Music Introducing DJ’ who is responsible for curating a soundtrack that would represent the culture and people of the city of said team. The confirmed DJs are as follows –
- Bodalia – Birmingham Phoenix
- Jess Iszatt – London Spirit
- DJ Roesh – Manchester Originals
- Emily Pilbeam – Northern Superchargers
- Abbie McCarthy – Oval Invincibles
- Steph Nieuwenhuys – Southern Brave
- Charlie Burley – Trent Rockets
- Grl Talk – Welsh Fire
Each team are also allocated a budding presenter who would co-host all of their team’s matches. These are as follows –
- Qasa Alom – Birmingham Phoenix
- Emma Saunders – London Spirit
- Yasser – Manchester Originals
- Rich Williams – Northern Superchargers
- Nick Bright – Oval Invincibles
- Kenzie Benali – Southern Brave
- Jasmine Takhar – Trent Rockets
- Steffan Powell – Welsh Fire
Unilever – The London-headquartered British consumer goods company signed a three-year deal with The Hundred in December 2020 that made two of its products, soap brand Lifebouy and deodorant brand Sure, Official Partners of the 100-ball tournament. The deal includes branding rights at match venues, an advertising package for all matches broadcast on Sky Sports, as well as player access and digital rights.
Dream11 – Dream Sports, a Mumbai-based Indian sports tech company, signed a four-year deal in July 2021 covering The Hundred. The deal made Dream Sports’ sports streaming service, FanCode, the exclusive broadcaster of The Hundred in India, and made its fantasy sports platform, Dream11, an Official Partner of the tournament.