In a significant shift for English cricket's innovative format, American footwear giant Skechers has been announced as the new title sponsor for the Birmingham Phoenix team in The Hundred. This move sees the replacement of the previous sponsor, popcorn brand Butterkist, which had been a point of contention due to health concerns.
End of a Controversial Partnership
For the first five seasons of The Hundred competition, all eight participating teams prominently displayed the name of a fast-food snack on their shirts as part of a comprehensive five-year agreement with KP Snacks. Birmingham Phoenix specifically featured Butterkist branding during this period. The England and Wales Cricket Board (ECB) faced substantial criticism from health campaigners when the £4 million deal with KP was initially unveiled.
The promotion of high-fat, high-salt snack products on team apparel directly conflicted with the ECB's stated vision for the 100-ball format, which aimed to broaden cricket's appeal to family and younger audiences. Campaigners argued that associating a sport targeting children with unhealthy food options sent mixed messages about wellness and nutrition.
New Sponsorship Structure
While KP Snacks will maintain a presence in The Hundred this summer, their involvement will be significantly reduced to sleeve sponsorship rather than the prominent shirt-front position. This demotion follows the conclusion of their initial five-year contract and the subsequent securing of Skechers as the primary sponsor for Birmingham Phoenix.
The American footwear company, which counts England football captain Harry Kane among its high-profile ambassadors, launched its elite cricket footwear range in January 2024. Skechers also boasts India's superstar fast bowler Jasprit Bumrah as one of its sporting representatives, signaling a serious commitment to the cricket market.
Ownership and Team Developments
Birmingham Phoenix has undergone substantial structural changes alongside this sponsorship shift. After being centrally controlled by the ECB during the first five iterations of The Hundred competition, the franchise is now jointly owned by Warwickshire County Cricket Club, which holds a 51% majority stake, and New York-based private investment firm Knighthead Capital Management Ltd, owning the remaining 49%.
On the playing front, the Phoenix have already secured England T20 World Cup duo Jacob Bethell and Rehan Ahmed ahead of next week's player auction, strengthening their squad for the upcoming season. The sponsorship change from a snack brand to an athletic footwear company represents a strategic alignment with cricket's athletic demands and health-conscious positioning.
This sponsorship transition marks a notable evolution in The Hundred's commercial partnerships, moving away from controversial food sponsors toward brands more directly associated with sports performance and athletic lifestyle. The ECB will hope this change addresses previous criticisms while maintaining the financial viability of their innovative cricket format.
