The Hundred Tournament is set to take off on July 2020. This brand new tournament is an initiative of the England and Wales Cricket Board to interest youth in playing cricket. Now it is slammed with criticism from those who are the strong advocates of a healthy lifestyle. Their main concern with the tournament is that it will promote obesity in the youth through their main sponsor, KP Snacks.
The Origins of the Hundred
This 100-ball tournament was a proposal by the ECB already made in September 2016. This followed after discussions between the Professional Cricketer Association, the Marylebone Cricket Club and 18 of the top cricket counties. The vote was far in favour of the proposed format. The format would be shorter than a Twenty20 with 100 balls in each innings and change usually ends following ten shots. Bowlers would deliver 5 or 10 balls but no more than 20 per game. The idea was to attract a new and younger audience to the game. It is a plan which Joe Root, current Test Captain to England welcomed.
Early this month the teams, as well as the branding of the tournament, were published with KP Snacks being the main sponsor to the event. This brought on a wave of criticism from various anti-obesity groups. They claim that KP Snacks are a supplier of junk food and that the brand will become the main focus in the minds of children. The KP Snacks logo is presented on the branding of each team’s clothing. Kate Cross, a cricketer for England, stated that she had hopes that this competition would inspire the younger generation to be more active.
The Involvement of KP Snacks
The Hundred Tournament is set to become a great deal of family fun with various men’s and women’s teams being involved from Cardiff, Leeds, Birmingham, Southampton, Nottingham and London. The tournament will be played at Lord’s as well as the Oval, and it will be broadcasted on BBC and Sky Sports. The ECB stated that their focus is to regain a family involvement in the game and that they want to connect communities. KP Snacks have an extensive portfolio including Skips, Hula Hoops, Butterkist popcorn and McCoy’s crisps. These snacks are part of the British households, and this is the market where KP Snacks wants to get involved in, promoting the game of cricket and educating people on the importance of a balanced lifestyle which entails enough activity.
The Anti-obesity Campaigners
This is not how the anti-obesity campaigners perceive the situation. The tournament and its main sponsor were slammed for using the opportunity to make junk food centre stage in the event, exposing the children to unhealthy products. The criticism is further fuelled by new legislation which prohibits companies whose products contain high amounts of fat, sugar and salt from advertising to those under 16. The counter-argument from these companies that their products can be enjoyed as part of a balanced diet stays wholly ignored.