The International Cricket Council (ICC) has announced a new sponsorship deal with Kettle Chips, naming the snack brand as an official supporter of the upcoming ICC Women’s T20 World Cup. The partnership underscores the increasing commercial interest in women’s cricket and its expanding global reach.
Kettle Chips, a brand owned by Valeo Foods, will leverage the sponsorship through co-branded packaging available across the United Kingdom throughout the tournament. Beyond retail activations, the company plans to engage fans with a series of experiences within stadiums and support grassroots initiatives aimed at growing the sport at the community level.
The ICC Women’s T20 World Cup is scheduled to seize place in England and Wales from June 12 to July 5. This collaboration comes as women’s cricket experiences a period of significant growth, attracting a wider audience and increased investment.
Kettle Chips joins Royal Stag as the second official supporter of the tournament. The ICC’s commercial program is structured with multiple tiers, featuring premier partners like Emirates, Aramco, DP World, and Hyundai, alongside global partners including Coca-Cola, Sobha Realty, Rexona, Google, Budweiser, and Marriott Bonvoy, who were announced earlier in January.
Anurag Dahiya, ICC Chief Commercial Officer, emphasized the significance of the partnership, stating, “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.” He further noted that “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.”
Growing Commercial Interest in Women’s Cricket
The ICC’s decision to partner with Kettle Chips reflects a broader trend of increased investment in women’s sports. This growth is particularly notable in the UK, where 2024 saw a record 44.7 million viewers tune in to women’s sporting events according to World Rugby, demonstrating a rising appetite for women’s athletic competitions. The Women’s Rugby World Cup 2025, also benefiting from increased sponsorship, is expected to be the biggest and best yet.
Tournament Details and Fan Engagement
The ICC Women’s T20 World Cup will feature 16 of the world’s best teams competing across England and Wales. Kettle Chips’ involvement extends beyond branding, with plans for fan activations within stadiums designed to enhance the spectator experience. The brand’s commitment to grassroots initiatives aims to foster the development of the sport at the local level, nurturing the next generation of cricketers.
This sponsorship builds on Kettle Chips’ existing commitment to supporting women in sport, as evidenced by their partnership with World Rugby for the 2025 Women’s Rugby World Cup. The company’s alignment with the ICC’s mission to grow the game and inspire young women highlights a growing recognition of the power of sport to drive positive social change.
As the tournament approaches, fans can expect to observe increased visibility for both the ICC Women’s T20 World Cup and Kettle Chips, creating a mutually beneficial partnership that aims to elevate the profile of women’s cricket and engage a wider audience.
The success of this partnership, and others like it, will be crucial in sustaining the momentum behind women’s cricket and ensuring its continued growth in the years to approach. The ICC will be looking to build on this foundation as it plans future tournaments and initiatives aimed at further expanding the reach and impact of the sport.
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