Toyota Australia and Cricket Australia (CA) have extended their partnership for another four years, until the end of the 2028-29 cricket season. This renewal marks a continuation of their successful collaboration, which began in 2012, and demonstrates their shared commitment to promoting and developing cricket in Australia. The comprehensive agreement ensures Toyota’s support for all levels of Australian cricket, from grassroots community engagement to elite competitions.
As part of the partnership, Toyota will continue to sponsor the Australian Men’s and Women’s national cricket teams, as well as the KFC Big Bash League (BBL) and the Weber Women’s Big Bash League (WBBL). The company will also maintain its role as the official automotive partner for each state cricket association, supporting local and regional cricket initiatives.
The partnership extends to Cricket Australia’s diversity and inclusion programs, which aim to make cricket an accessible and welcoming environment for all Australians. Ed Sanders, Chief Commercial Officer at Cricket Australia, expressed his appreciation for Toyota’s continued support, saying it is crucial for growing cricket at the grassroots level.
This four-year extension is a testament to the mutual dedication of Toyota Australia and Cricket Australia to fostering the sport’s holistic development. The partnership aims to nurture budding talent in local communities and showcase world-class cricket on the international stage. The announcement comes as Toyota recently unveiled its sponsorship of the England, Scotland, and Ireland cricket teams, demonstrating the company’s strategy to leverage the popularity of cricket to enhance its brand visibility globally.
The renewal is a significant boost to Australian cricket, particularly as the men’s team is currently competing in a three-Test series in the West Indies. With Toyota’s continued support, Cricket Australia can focus on developing the sport and promoting its values of diversity, inclusion, and community engagement. The partnership is expected to have a positive impact on the growth and development of cricket in Australia, from the grassroots level to the elite competitions.