The England and Wales Cricket Board (ECB) has announced a significant multi-year partnership with Toyota, naming the global automotive giant as the new principal partner of England Cricket.
This landmark agreement, commencing in May 2025, sees the iconic Toyota name and logo displayed on the playing kits of the England men’s, women’s, and men’s mixed disability teams, signifying a substantial investment across all levels of the sport.
Toyota steps into this prestigious role, previously held by Cinch, with a commitment that extends far beyond branding. The partnership will establish Toyota as a prominent presence across all home international fixtures, offering unparalleled visibility for the automotive leader. Crucially, a central pillar of this collaboration will be the dedicated support and development of grassroots cricket initiatives throughout England and Wales, ensuring the future health and accessibility of the game.
In a ground-breaking move that underscores its commitment to inclusivity, Toyota will also become the ECB’s first official champion partner of disability cricket and the Disability Premier League (DPL). This pioneering aspect of the partnership aims to champion the growth of disability cricket at all levels, providing vital resources and recognition to this important segment of the sport.
Further demonstrating their dedication to the wider cricketing community, Toyota will spearhead the launch of a nationwide ‘Good For Cricket’ prize draw, inspired by a successful model in Australia. This innovative initiative will empower cricket clubs to raise crucial funds for essential equipment and resources, with an ambitious target of £500,000 annually. Toyota will inject a substantial prize pool valued at over £200,000 in its inaugural year, generously including the donation of three vehicles. Importantly, participation in the draw will be entirely free for cricket clubs, allowing them to retain 100% of the proceeds from their ticket sales.
Building upon their recently established relationship as a partner of the ECB’s All Stars Cricket program in March 2025, Toyota will significantly deepen its involvement in nurturing young talent. They have pledged a substantial investment of £800,000 over the next four years to fund an additional 4,000 free places annually for children aged 5-8. This commitment elevates the total number of free places available this year to an impressive 10,000, directly addressing accessibility and aiming to inspire a lifelong love of cricket in children across the nation.
Toyota’s proactive support for grassroots cricket was also recently demonstrated through their title partnership of the ECB’s Get Set Weekend in April 2025, a nationwide initiative designed to assist cricket clubs in their essential preparations for the upcoming season.
The comprehensive nature of this partnership will see involvement from various facets of Toyota’s UK operations, including Toyota (GB), Toyota Financial Services, Toyota Insurance Services, and Kinto UK, highlighting the unified and extensive commitment of the company to English cricket.
Scott Thompson, President and Managing Director at Toyota, emphasized the significance of the partnership and 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, expressed his delight at the new partnership and 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.”
The Toyota logo is set to make its debut on the newly designed Castore kits for all England representative teams this summer. This includes a highly anticipated home international series against Zimbabwe, West Indies, South Africa, and India, promising a summer of high-profile visibility for the new principal partner. This partnership marks a significant boost for English cricket, guaranteeing enhanced support from the elite level down to local clubs and aspiring young players, ensuring a vibrant future for the sport.