The Hundred...

It’s just what cricket needed: a brand new - and abbreviated - form of the game, sponsored by KP, the well-known manufacturer of tasty and nutritious snacks. Each of the eight teams of cricketing mercenaries is sponsored by a different snack, and has been saddled with an aspirational slogan almost as bland and tasteless as a packet of Hula Hoops.

Birmingham Phoenix (Butterkist). “Rise with Birmingham Phoenix, and thrive together as one. Bigger, brighter and better united, this team is a celebration of the strength in diversity. Because different is good.”

London Spirit (Tyrrells). “London Spirit is an iconic team for an iconic city, rooted in tradition and lighting the way to the future, with a unique ability to conjure something special.”

Manchester Originals (McCoy’s). “Manchester Originals. Pioneers. Revolutionaries. Celebrating a global city of firsts. Laughing in the face of limits. Raising the bar forever higher.”

Northern Superchargers (popchips). “Step aside for Northern Superchargers, a team whose drive and determination is matched only by their desire to win. Powered by positivity and people who get stuff done when every ball counts.”

Oval Invincibles (KP Nuts). “Belong to something bigger, with Oval Invincibles. Vibrant, expressive, and free to play their own way, this team leaves a lasting impression long after the last ball.”

Southern Brave (POM-BEAR ). “Follow Southern Brave, and go boldly where others shy away. Endlessly curious, with an insatiable appetite for adventure, what’s over the horizon?”

Trent Rockets (Skips). “Join Trent Rockets for the biggest party in the country. Everyone’s invited – so long as you don’t mind having the most fun. Volume up, ready for launch.”

Welsh Fire (Hula Hoops). “Spark the Welsh Fire. Burning bright with intense passion and relentless energy, their hunger will prove the haters wrong. Get ready to feel the heat.”

According to a spokesman for the England and Wales Cricket Board, "Across their portfolio of brands, KP has almost unprecedented reach into the lives of all of Britain's diverse consumers and is keen to work with us to help grow the game of cricket.” According to Caroline Cerny at the Obesity Health Alliance, "Junk food brands sponsorship of popular sporting events is just another way they make sure their unhealthy products take centre stage in children's minds”…