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The Guardian - UK

Politics

Mark Sweney

English cricket on back foot after ad watchdog bans junk food campaign

KP Snacks ASA ECB Hundred Instagram Birmingham Phoenix McCoy

Birmingham Phoenix take on Southern Brave at the Hundred cricket final last August. — Birmingham Phoenix, sponsored by Butterkist, take on Southern Brave, sponsored by Pom-Bear, at the Hundred final last August. Photograph: Gareth Copley/ECB/Getty Images

A controversial multimillion pound tie-up between English cricket and the maker of Hula Hoops and Butterkist to sponsor family-friendly tournament the Hundred has backfired, after the advertising watchdog banned a promotional campaign for targeting junk food at children.

The England and Wales Cricket Board (ECB) struck a deal with KP Snacks to be the official sponsor of each of the teams participating in the Hundred, a new tournament designed to encourage young people to take up the game, which was first played last year.

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