ECB partners with Toyota

Multi-year deal signed

The England and Wales Cricket Board (ECB) has signed a new four-year partnership agreement with Japanese multinational automotive manufacturer, Toyota. The deal will see Toyota invest a total of £800,000 in grassroots cricket, for ECB’s All Stars Cricket.

The All Stars Cricket is an eight-week programme supported by the ECB which encourages 5-8 year olds to play cricket, with Toyota’s investment now set to support 4,000 children to get free access to All Stars Cricket via free bursary placements. Toyota will also host centre sign-ups and get onboard volunteers and host clubs for the programme as well to grow All Stars Cricket in the local communities. Additionally Toyota will get branding presence on the All Stars Cricket marketing and promotional content which includes the T-shirts the children will wear in the programme. 

Toyota will also become the Title Partner of ECB’s ‘Get Set Weekend’ project which works on getting clubs ready for the upcoming season through having the volunteers spend time with the clubs, and take part in the preparations of the grassroots season as well.

Alex Perkins, Commercial Director at ECB, commented,

“We are delighted to partner with Toyota as we launch Get Set Weekend and All Stars Cricket this year. Grassroots cricket is the bedrock of the sport and stretches into every corner of England and Wales. Toyota’s support for these fantastic initiatives will bring even more communities together around cricket and provide even more opportunities for children to develop a life-long love of the game.”

Scott Thompson, President and Managing Director of Toyota GB, said,

“We’re proud to support the ECB’s All Stars Cricket programme and Get Set Weekend, inspiring the next generation of cricketers and supporting the volunteers that make club cricket possible. 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.”