Toyota Becomes ECB’s Principal Partner | Invests in Grassroots, Disability & All Stars Cricket

Toyota Becomes ECB’s Principal Partner, Driving Inclusivity in UK Cricket

Summary
Toyota has been officially unveiled as the new Principal Partner of the England and Wales Cricket Board (ECB), launching a wide-reaching, multi-year partnership. Through support across professional and grassroots cricket spanning men’s, women’s, and disability teams the collaboration underscores Toyota’s commitment to access, inclusivity, and sustainability in sport.

Toyota and ECB Join Forces to Redefine Inclusivity and Access in Cricket

In a transformative move for the sport, Toyota has been announced as the new Principal Partner of the ECB, in what is being hailed as one of the most significant corporate commitments to UK cricket in recent years. Set to begin in May 2025, the multi-year deal isn’t just a brand sponsorship it's a comprehensive investment in grassroots cricket, disability cricket, and the professional England teams, including men’s, women’s, and the pioneering mixed disability team.

With cricket in the UK on the cusp of a generational leap in participation fueled by upcoming high-profile series and the sport's inclusion in the Los Angeles 2028 Olympics Toyota’s timely involvement aims to ensure that cricket becomes a sport for all, not just in aspiration but in reality.

One Game, All Voices: Toyota’s Vision Aligned with ECB Goals

At the heart of Toyota’s strategy is its global ethos of “Mobility for All,” a belief that everyone, regardless of physical ability or background, should have equal opportunities to move, grow, and connect. That philosophy has now extended seamlessly into cricket, with Toyota becoming the first-ever Official Champion of Disability Cricket and Title Partner of the Disability Premier League (DPL).

Toyota’s UK operations including Toyota GB, Toyota Financial Services, KINTO UK, and Toyota Insurance Services will all contribute to this initiative, emphasizing the holistic nature of the partnership. Their integration into England cricket is not symbolic. It's practical, strategic, and aimed at delivering impact at every layer of the sport from top-tier international matches to small-town junior clubs.

Good For Cricket: Reviving Club Culture from the Ground Up

One of the most exciting announcements as part of this partnership is the UK launch of the Toyota Good For Cricket Prize Draw. The initiative is modeled after a wildly successful campaign in Australia, where it helped raise over £5.6 million for grassroots clubs.

In its first UK season, the draw is projected to raise £500,000 annually, offering a prize pool valued at over £200,000. Clubs will be given digital tickets to sell, with 100% of proceeds remaining with the club. Prizes include three brand-new Toyota vehicles and dozens of other cricket-related rewards. It’s a fundraiser that doesn’t just raise money it builds community engagement and brand loyalty.

All Stars and All In: Empowering the Next Generation

Toyota’s commitment is not limited to infrastructure and funding it extends to participant engagement and youth development. As the first official partner of the ECB’s All Stars Cricket programme, Toyota will help 4,000 children aged 5 to 8 access the sport for free each year. This support lifts the total number of free places in 2025 to 10,000, ensuring economic barriers don’t limit a child’s first steps onto the pitch.

By 2029, Toyota and the ECB aim to see 2,500 clubs involved in annual pre-season activation, Get Set Weekend. Already, 1,732 clubs and over 37,000 volunteers took part this year, many of whom were supported by 100 Toyota centres offering manpower, kits, and community engagement resources.

Driving Disability Cricket Forward

Toyota’s partnership with the England Disability teams and the Disability Premier League reflects a powerful step forward in terms of inclusive sport development. For the first time, a mainstream automotive giant is championing competitive disability cricket at the highest level in the UK.

With a vision to expand female participation and promote mixed-gender competitions, Toyota’s involvement will not only support elite performance but also amplify visibility and resources for grassroots initiatives. Plans are already underway to broaden the reach of Disability Champion Clubs, offering adaptive resources and pathways for cricketers with varying abilities to participate and progress.

A Commercial Shift With Cultural Value

From a commercial standpoint, this is a textbook example of modern brand alignment. Toyota gains national exposure across all England team kits from May 1, branded activations at every international match, and deep integration with both digital and in-person fan experiences.

But what sets this apart from traditional sponsorships is the shared cultural mission. The ECB’s “Inspiring Generations” strategy a blueprint to make cricket the most inclusive sport in England and Wales is not just being supported but actively powered by Toyota’s infrastructure, capital, and vision.

Scott Thompson, President and Managing Director of Toyota UK, captured the essence of this strategy best:

“We can help support and inspire both the current and next generation of players, volunteers and fans who make cricket happen.”

The Road Ahead for England Cricket, Powered by Toyota

With this deal, the ECB gains not just a funding partner, but an innovation ally. Toyota’s experience in mobility, sustainability, and digital engagement could unlock smarter, more sustainable ways to engage with fans and players alike.

Whether it’s via electrified transport options for rural teams, tech-driven fan experiences at international matches, or nationwide campaigns to recruit and retain volunteers, Toyota’s presence will be seen and felt across all aspects of the cricketing pyramid.

Tony Singh, ECB’s Chief Commercial & Global Growth Officer, summed it up succinctly:

“Toyota will bring its global might to support so many areas of our sport, from the top to the bottom of the game.”