Rahul SahaThis article contains information regarding the organisations enjoying a strong branding presence across The Hundred’s physical and digital assets as its sponsors and partners for the 2023 season.
Also read: The Hundred Sponsors 2022
OFFICIAL BROADCAST PARTNERS
Sky Sports
Sky Sports is a group of British subscription sports channels operated by the Sky Group. The company was founded in 1990.
Sky Sports and the England and Wales Cricket Board (ECB) confirmed the most recent extension of their partnership in July 2022. The two parties have been working together for around 30 years and currently have a contract in place until 2028. This deal with the ECB includes broadcasting rights for The Hundred.
BBC Sport
The British Broadcasting Corporation (BBC) is the national broadcaster of the United Kingdom. Headquartered at Broadcasting House in London, BBC Sport is in charge of broadcasting worldwide sporting events and happenings for the national broadcaster.
OFFICIAL PRINCIPAL PARTNER
Compare The Market
Compare The Market, an online price comparison service provider, signed a multi-year partnership deal with the 100-ball tournament as its official principal partner in July 2023. The deal was announced on the back of Cazoo stepping away from its role after a two-year association with The Hundred, having been forced into considerable cost-cutting measures earlier during the year.
OFFICIAL TEAM PARTNER
KP Snacks
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 £4 million, 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 SOFT DRINK
Robinsons
Robinsons is an English fruit drink brand owned by Britvic. It used to be a standalone business until 1995, when Britvic bought it.
Robinsons was announced as the Official Soft Drink Partner of The Hundred in May 2022. According to the three-year agreement, The Hundred’s branding appears on the packs of Robinsons’ ready-to-drink products, and giveaway tickets to customers are offered via a weekly prize draw.
The Strategic Timeout, which provides the bowling side with 150 seconds to gather their thoughts and re-hydrate amid an ongoing game, is also sponsored by Robinsons.
OFFICIAL INSIGHTS PARTNER
Sage
Sage Group is a global enterprise software vendor founded in 1981 and headquartered in Newcastle upon Tyne, the UK.
The partnership between the two parties also aims to “bring spectators closer to The Hundred’s important judgments” by supporting the Decision Review System (DRS) via transmission and large screens within the venues and by branding the umpires’ uniforms throughout the tournament.
OFFICIAL WELLNESS PARTNER
Vitality
Vitality is a UK-based company specialising in private medical insurance sold to the British market which offers health insurance, life insurance and car insurance as well as investments.
The Hundred and the ECB announced a multi-year contract extension of their partnership with Vitality in August 2022. Vitality, therefore, continues to be the tournament’s Official Wellness Partner under the expanded agreement and the Title Partner for the “wildcard” pick that determines the last spots on all eight men’s Hundred teams.
Vitality has partnered with the ECB since 2013. Under the terms of the new agreement, it continues to serve as an official sponsor of ECB-affiliated grassroots short-format competitions as well as the T20I and Blast competitions for both men and women.
OFFICIAL PARTNERS
Dream11
Dream11 is an Indian fantasy sports platform founded in 2008 that allows users to play fantasy cricket, hockey, football, kabaddi, handball and basketball.
In July 2021, The Hundred signed a deal with Dream Sports, the operator of Dream11, to become its official partner on a four-year deal. The deal entails FanCode holding the broadcasting rights for The Hundred in India (SonyLIV is also broadcasting the 2023 season of The Hundred in India).
Unilever (Sure)
Unilever announced an official partnership with The Hundred in December 2020. As per the three-year agreement, the tournament collaborates with the company’s Sure and Lifebuoy brands to support a campaign centred around its primary goal of making cricket accessible to all family members. Stadium LEDs display Sure and Lifebuoy branding during Hundred games as well.
Through the provision of Lifebuoy products, the cooperation assists in ensuring the safety and hygienic conditions of all locations. Lifebuoy also offers advice on proper hand-washing to players, staff and spectators at games during The Hundred as part of its ongoing effort to help communities all over the world adopt better habits.
Official Helmet Supplier
Masuri
Masuri is a high-end sporting products company that specialises in creating cutting-edge protective gear. It is well-known in the UK, Australia, New Zealand, South Africa and India among other countries.
In December 2020, The Hundred announced Masuri as its Official Helmet Supplier. Masuri handled all the production and supplying of helmets in The Hundred 2021 and will continue to do so in 2023.
The partnership also includes the supply of Masuri StemGuards, ensuring players have access to the highest level of head and neck protection available on the market.
Official Kit Partner
New Balance
New Balance, a major sports footwear and apparel manufacturer based in Boston, Massachusetts, was founded in 1906 as the New Balance Arch Support Company.
The ECB expanded its already-existing partnership with the US sportswear manufacturer in 2021, making it the Official Kit Supplier for The Hundred’s inaugural season. New Balance is again serving as the official kit supplier to The Hundred for its 2023 season, producing both playing and training kits for each of the eight teams, with the men’s and women’s teams wearing the same design.
Official Hat Partner
New Era
The New Era Cap Company is an American headwear company headquartered in Buffalo, New York. It was founded in 1920. Since 1993, it has been the exclusive baseball cap supplier for Major League Baseball.
In September 2019, New Era was announced as the Official Headwear Supplier for The Hundred. The three-year deal entails the production of the headwear brand’s collection for The Hundred, which features a variety of different headwear styles in team colours, including the 9FIFTY (Stretch-Snap), 9FORTY (Adjustable), 39THIRTY (Flexible Fit) and a new Sun Hat Silhouette.
Although nothing publicly has been stated in regards to a contract extension, as per The Hundred’s official website, the American company will continue to act as its Official Headwear Supplier for the 2023 season.
Official Chai Partner
Chaiiwala
Founded in 1927 in the streets of New Delhi, India, Chaiiwala is a tea and street food franchise.
As per the terms of this initial one-year deal, the branding of The Hundred is to be visible on all regular cups in Chaiiwala restaurants and stores across the UK. The deal also includes events with The Hundred players, including in-ground collaboration and social media initiatives.
