Toyota and the ECB: A lesson in global sponsorship that drives local sales

Toyota has been announced as the new Principal Partner of the England and Wales Cricket Board (ECB), in a multi-year deal that will see the automotive giant support England’s men’s, women’s, and disability cricket teams as well as grassroots participation across the country.

At first glance, this is a high-profile global sponsorship. Toyota's brand will be visible across team kits and international match touchpoints, including a packed summer calendar featuring test series against South Africa, India, the West Indies, and a one-off test with Zimbabwe. These matches bring with them global audiences and significant media exposure, including iconic moments like The Ashes that draw attention from cricket fans across the world.