Npower plots Urban Cricket drive

Energy company npower is launching a website as part of its Urban Cricket initiative, which started yesterday (Tuesday).

The Urban Cricket push is in association with The English & Wales Cricket Board and is fronted by England cricketer Kevin Pietersen. As part of the initiative, 60,000 free cricket kits will be distributed to children across the UK.

The principle of Urban Cricket is to play the game anytime, anywhere with no rules, no pitch and no teams. The free kits are available via the site – urbancricket.com – and will also be distributed around the UK over the next three months, targeting seven- to 12-year-old sports fans. The Urban Cricket drive will fund Urban Cricket Zones in London, the Midlands and the north-west of England.

The drive aims to build on the rising popularity of the sport following England’s success in last year’s npower-sponsored Ashes Series. Npower head of customer marketing Kevin Peake says: “Urban Cricket is cricket’s equivalent of ‘jumpers for goalposts’.”