ECB announces Toyota as new principal partner

The England and Wales Cricket Board (ECB) has announced Toyota as a new principal partner, commencing May 2025.

This multi-year partnership aims to support England’s men’s, women’s, and disability teams, while fostering grassroots participation across all ages, abilities, and backgrounds, aligning with Toyota’s ‘Mobility For All’ vision.

The deal will see the Toyata name and logo displayed on all professional England team kits and at home international matches in an agreement that involves multiple Toyota UK businesses, including Toyota (GB), Toyota Financial Services, Toyota Insurance Services, and KINTO UK.

Key initiatives include the launch of the ‘Good For Cricket’ prize draw in the UK, modelled after a successful Australian programme. It aims to help clubs raise £500,000 per year for equipment and resources, supported by a bespoke platform, marketing materials, and a prize pool in year one valued at over £200,000, including three Toyota vehicles. Clubs participate free of charge, selling digital tickets with all proceeds going back to them.

Toyota will also invest in the ECB’s All Stars Cricket programme, providing 4,000 free places annually for children aged five to eight to join the eight-week introduction to the sport, increasing the total free places available this year to 10,000. This builds on their recent title partnership of the ECB’s Get Set Weekend, which involved over 37,000 participants from 1,732 clubs supported by 100 Toyota Centres.

Furthermore, Toyota becomes the first official champion of disability cricket and title partner of the Disability Premier League (DPL). The focus will be on growing Disability Champion Clubs, expanding the DPL tournament nationwide, particularly for women’s grassroots initiatives, and developing existing disability cricket programmes.

Scott Thompson, President and Managing Director at Toyota, said, “By deepening our partnership with the ECB as its principal partner for men’s, women’s, disability and grassroots cricket, we can help support and inspire both the current and next generation of players, volunteers and fans who make cricket happen. At Toyota, mobility is at the heart of everything we do and through these initiatives, we’re helping more people enjoy cricket, be active and connect through sport.”

Tony Singh, Chief Commercial & Global Growth Officer at the ECB, added, “We’re delighted to now announce Toyota as our new principal partner. Toyota will bring its global might to support so many areas of our sport in England and Wales, from the top to the bottom of the game. They have hit the ground running in this respect, with their involvement in grassroots initiatives in recent weeks. Crucially, this partnership will strengthen the foundations of our sport. Toyota will help us to introduce more people to cricket, supporting the delivery of our Inspiring Generations strategy and our aim of becoming the most inclusive team sport in England and Wales.”

Russell James, Sales & Marketing Director, ECB, commented, “This promises to be a fantastic, wide-ranging partnership that will benefit cricket at all levels across England and Wales for years to come. We are excited to be working alongside such an established and respected brand as Toyota and look forward to seeing the positive impact the partnership will have on the grassroots game in particular, including through our Good For Cricket prize draw.”