Toyota, the global automotive giant, has announced significant multi-year partnerships with Cricket Ireland and Cricket Scotland, effective May 2025.
These landmark agreements have solidified Toyota’s commitment as the official automotive partner for both national governing bodies, aligning with its global “Mobility For All” vision through substantial investment to foster inclusivity and growth across all levels of cricket in both nations.
These new alliances follow Toyota’s recent appointment as a principal partner to the England and Wales Cricket Board (ECB), underscoring a concerted effort to bolster the sport throughout the UK and Ireland. The partnerships are designed to connect communities and inspire broader participation by making cricket more accessible to individuals of all ages, abilities, and backgrounds.
Toyota’s commitment to Cricket Ireland spans both elite and grassroots initiatives. The partnership will see the iconic Toyota branding featured prominently on the kits of both the Irish men’s and women’s senior international teams.
A key focus will be youth development through the “Smash It” program, a fun and inclusive cricket initiative for children aged five to nine. Toyota will serve as the official partner for “Smash It,” aiming to introduce 1,400 children to the sport in the first year. Crucially, Toyota will fund over 200 bursaries to ensure access for children from lower-income families. Additionally, all “Smash It” participants will receive a complimentary ticket for themselves and an accompanying adult to an Ireland international match, forging a tangible link between grassroots participation and international cricket.
Speaking on the occasion, Scott Thompson, President and Managing Director at Toyota (GB), said, “Through our for men’s, women’s and grassroots cricket partnership with Cricket Ireland, 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 across Great Britain, Northern Ireland, and the Republic of Ireland enjoy cricket, be active and connect through sport.”
Steve Tormey, CEO at Toyota Ireland, added, “At Toyota Ireland, we’re proud to be a 100% Irish-owned company supporting cricket at all levels, from grassroots to professional. It’s great to see that the Toyota brand will now support cricket in Great Britain, Northern Ireland and also is now supporting the Republic of Ireland, strengthening connections through sport. This partnership is about more than sport; this initiative fosters inclusive communities and inspires future generations. As part of our Built For A Better World brand promise, we’re committed to supporting mobility, inclusivity, and opportunity, helping more young people experience the benefits of this vibrant, growing sport.”
Warren Deutrom, CEO of Cricket Ireland, continued, “We are delighted to partner with such an iconic global brand as Toyota, and we are greatly appreciative to both Scott and Steve, and their teams for their commitment to grow participation, accessibility and the profile of cricket across Ireland.
“Last year, we launched an Equality, Diversity and Inclusion Strategy, and the principles and values outlined in that plan are at the heart of this partnership with Toyota.
“What is particularly exciting about this programme is the potential it offers for the future of the game on the island of Ireland as Toyota looks to expand the opportunities in 2026. Our Strategic Plan sets out our vision to attract more investment and resources to strengthen grassroots cricket, and this partnership helps to deliver on that vision.
“We look forward to working with Toyota over the coming years and to seeing tangible and positive outcomes for our sport.”
Similarly, Toyota’s partnership with Cricket Scotland will provide vital support for both the men’s and women’s national teams and significant investment in grassroots programs. Toyota will champion Scotland’s “All Stars Cricket” program, designed for five to eight-year-olds.
This investment includes funding 200 free bursary places annually, with a specific emphasis on increasing access for children from state schools and Additional Support Needs centres, thereby enhancing the sport’s inclusivity. Local Toyota dealerships will play an active role in promoting the program within their communities.
Scott Thompson, President and Managing Director at Toyota, said, “Through our men’s, women’s and grassroots cricket partnership with Cricket Scotland, 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 across the United Kingdom enjoy cricket, be active and connect through sport.”
Trudy Lindblade, Chief Executive of Cricket Scotland, added, “We are delighted to announce Toyota as Cricket Scotland’s Official Automotive Partner. It is extremely important and hugely exciting for us to have the opportunity to work with a globally recognised brand that is keen to help us drive the sport forward here in Scotland.
“We look forward to Toyota’s investment that will support growth throughout the game in Scotland. In particular, the focus on grassroots cricket through All Stars bursaries will encourage and create opportunities for more young people to take up cricket and be inspired by our international stars, who continue to represent Scotland so well both on and off the field.”
These comprehensive partnerships underscore Toyota’s profound dedication to the development of cricket, promising a vibrant and inclusive future for the sport across both Ireland and Scotland.
