The International Cricket Council (ICC) has unveiled the Kettle Chips brand as an official supporter of this year’s ICC Women’s T20 World Cup.
As part of the deal, Kettle Chips, owned by Valeo Foods, will retail co-branded packs across the United Kingdom throughout the tournament and run a series of fan activations in stadiums.
The brand will also engage in grassroots and community initiatives.
The Women’s T20 World Cup will be held in England and Wales from June 12 to July 5.
Kettle Chips becomes the second official supporter alongside Indian whisky brand, Royal Stag. They sit in the third tier of the competition’s commercial program under top-tier premier partners Emirates, Aramco, DP World, and Hyundai, and second-tier global partners Coca-Cola, Sobha Realty, Rexona, Google, Budweiser, and Marriott Bonvoy (announced in January).
Anurag Dahiya, ICC chief commercial officer, said: “Kettle joins a strong group of brands supporting the tournament, underlining the growing commercial strength of women’s cricket and the immense global reach the sport now commands.
“Women’s cricket is in a period of unprecedented growth, and this World Cup serves as a vital catalyst for that momentum. Bringing strong consumer brands into the tournament helps increase visibility, create new ways for fans to engage, and build further commercial impact for the game.”
