Toyota campaign breaks barriers to make cricket more accessible

Toyota has named Joanna Lumley as its Chief Cricket Officer, aiming to inspire wider engagement with the sport across the UK and Ireland. The BAFTA-winning actress, best known for Absolutely Fabulous and Amandaland, will encourage participation in cricket through playing, watching, and community involvement.

The partnership supports Toyota’s role as Principal Partner of the England and Wales Cricket Board (ECB) and its collaborations with Cricket Ireland and Cricket Scotland.

As part of the initiative, Toyota is providing 10,000 free bursary places for the ECB’s All Stars Cricket programme and supporting Cricket Ireland’s Smash It programme, introducing more children to the sport.

Expanding cricket’s reach with a national icon

Joanna Lumley’s role is designed to break down barriers and misconceptions about cricket, from traditional uniforms and complex terminology to perceptions of slow gameplay. A new campaign film highlights the fast-paced formats of the game, including One Day Internationals (ODI) and T20 matches, while showcasing the sport’s diversity and accessibility.

Lumley: “You may not know this, but I’ve had an obsession with cricket throughout my life and feel passionately that everyone should get the chance to enjoy the game. What’s great about the sport is that no matter your previous experience, age or ability, it can be enjoyed by everyone. As Toyota’s new Chief Cricket Officer, we’re hoping to showcase the fun and inclusive side of the sport and together, welcome more people across the nation to pick up a bat and a ball!”

Research underlines opportunity for growth

Toyota commissioned research showing that 56 percent of Brits have never played cricket, although 59 percent recognize its cultural significance. While most (60%) feel confident in their understanding of the game, 40 percent admit they are still learning the rules. The study also found that 24 percent want to play more cricket this year, 30 percent are open to learning more, and 31 percent want to watch the sport more frequently, indicating strong potential to expand engagement.

Luigi Luca’, President and Managing Director, Toyota: “Joanna is the perfect partner to bring the game of cricket to a whole new audience, helping to encourage those who may not have previously considered playing or engaging with the sport. As Principal Partner to the ECB, and Automotive Partner to both Cricket Ireland and Cricket Scotland, we’re committed to making cricket the most inclusive team sport – a vision that comes to life through our work with Joanna and support from our cricket partners.”

Supporting grassroots cricket

In addition to campaigns promoting participation, Toyota will continue its Good for Cricket prize draw, supporting local clubs with funds for equipment and resources. In its second year, the initiative aims to raise £500,000 for grassroots cricket clubs across the UK and Northern Ireland in 2026, building on a successful launch that helped over 700 clubs and raised more than £240,000 last year.

www.toyota.co.uk

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