Automotive giant Toyota has expanded its presence in UK cricket after agreeing a deal with the England and Wales Cricket Board (ECB) governing body to serve as a new partner of its The Hundred short-form competition.
As the official automotive partner of The Hundred, Toyota branding will appear on the kit sleeves of all eight Hundred franchises’ men’s and women’s sides across the 2025 campaign, which will begin on August 5.
Go deeper with GlobalData
Toyota will activate across The Hundred campaign in 2025, which will run through August 31, through interactive in-person events around the games, including the promotion of its Every Catch Counts grassroots charity initiative.
The shirts worn by the eight squads will be manufactured by kit partner New Balance, while the primary front-of-shirt branding slot is taken league-wide by the KP Snacks food company. The competition itself will once again be broadcast on UK pay-TV heavyweight Sky.
In covering The Hundred, Toyota expands its partnership with the ECB to cover all formats of the sport.
Toyota is already the ECB’s principal partner through a deal agreed in April that covers all England national team kits and international matches.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataBack in March, the automobile manufacturer also struck a grassroots-focused deal that saw Toyota become the official partner of the ECB’s All Stars Cricket program, investing £800,000 ($942,888) over the next four years to fund 4,000 additional bursaries each year.
Alongside its ECB coverage, Toyota also recently became the official automotive partner of Cricket Ireland and Cricket Scotland under a pair of multi-year agreements to support the men’s and women’s national teams for Ireland and Scotland and invest in grassroots initiatives to help grow participation across Great Britain, Northern Ireland, and the Republic of Ireland.
For the ECB’s part, the body recently sealed a free-to-air broadcast partnership with commercial network Channel 5.
