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Toyota & the ECB: A Blueprint for Global Sponsorship with Local Impact

Toyota’s latest partnership with the England and Wales Cricket Board (ECB) isn’t just another logo-on-a-shirt moment — it’s a masterclass in how a global brand can tap into deep local resonance to drive meaningful engagement and sales.

From Global Spotlight to Local Relevance

As the newly appointed Principal Partner of the ECB, Toyota will now be front and center across England’s men's, women’s, and disability cricket teams. With a jam-packed summer featuring test matches against powerhouses like South Africa, India, and the West Indies — not to mention the iconic Ashes series — the brand will enjoy international exposure that most marketers only dream of.

But what sets this sponsorship apart is how Toyota is turning national attention into local action.

Grassroots Engagement that Drives Brand Affinity

Beyond the international limelight, Toyota is digging deep into the cricketing community. The partnership includes a suite of grassroots initiatives that not only promote participation but also position the brand as a genuine supporter of the sport at every level:

Good For Cricket Prize Draw

Set to raise over £500,000 for local clubs in its first year, this initiative offers more than £200,000 in prizes, including three Toyota vehicles — a powerful incentive with community benefit.

Support for All Stars Cricket

Toyota is providing 4,000 free places annually for children aged 5–8, ensuring early exposure to the sport and building lasting connections with families.

Get Set Weekend Title Partnership

Toyota will activate through over 100 local centres, backing an initiative that mobilizes 1,700 clubs and 37,000 volunteers to prep for the season.

Championing Disability Cricket

As the first Official Champion of Disability Cricket, Toyota’s involvement includes title rights to the Disability Premier League and funding for inclusive pathways — reinforcing its commitment to “Mobility for All.”

More Than Exposure — It’s Brand Integration

For Toyota, this is much more than a sponsorship — it’s strategic integration into the cultural fabric of cricket in the UK. As Scott Thompson, President & MD at Toyota, put it:

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

By aligning itself with purpose-driven platforms, Toyota builds emotional resonance — and that converts to commercial value.

The Commercial Case: From Pavilions to Showrooms

Toyota’s network of 180 dealerships across the UK is the real game-changer. Every grassroots event, every youth programme, every cricket-loving volunteer — they’re not just fans, they’re potential customers.

In the automotive world, trust and visibility are key. Local cricket engagement ensures Toyota becomes a familiar, positive presence — exactly the kind of brand consumers feel good about choosing.

A Proven Playbook, Now in the UK

This isn’t Toyota’s first innings in community cricket. Its Good for Cricket programme in Australia has already raised over AU$12 million, supporting more than 1,000 clubs each season. The formula? Big-stage sponsorship backed by small-town presence. Now, Toyota is bringing that same strategy to the UK.