The England and Wales Cricket Board is set to extend the Hundred’s controversial sponsorship deal with KP Snacks despite one of the company’s adverts for the competition being banned by the Advertising Standards Authority and a looming ban on junk food advertising.
The Guardian has learned that talks between the ECB and KP are at an advanced stage over a contract that will see brands such as Hula Hoops, McCoy’s, Tyrells and Butterkist promoted on players’ shirts for another four years. The original KP contract was worth about £4m to the ECB over five years and the company wants to extend on similar terms.
