England and Wales Cricket Board (ECB) announces Toyota partnership

The England and Wales Cricket Board (ECB) has signed a four-year partnership agreement with Japanese automaker Toyota.

The deal will see Toyota invest a total of £800,000 in grassroots cricket while also supporting the ECB’s “All Stars Cricket” project, which is an eight-week programme aimed at encouraging five- to eight-year-olds to play cricket, with Toyota pledging to help 4,000 children get free access to the programme via bursary placements. Toyota will also host centre sign-ups and get on board volunteers and host clubs for All Stars Cricket, while helping it grow across the local communities.

Additionally, Toyota will get branding presence on All Stars Cricket’s marketing and promotional content, including the T-shirts worn by the children. 

Toyota will also become the Title Partner of the ECB’s “Get Set Weekend” project, which works on getting clubs ready for the coming season by having the volunteers spend time with the clubs, while also taking part in the preparations of the grassroots season.

Alex Perkins, ECB Commercial Director, 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.”