The Cricket Australia (CA) governing body has extended its commercial relationship with the Toyota Australia division of that automotive giant.
Through a partnership renewal unveiled today, Toyota will continue as a sponsor of essentially all the highest-profile cricket in Australia – across the men's and women's games – through the 2028-29 cricket season. The deal covers both the men's and women's national teams, the Big Bash League and the Women's Big Bash League, and CA's range of diversity and inclusivity programs.
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This comes with the previous tie-up between the two parties – which GlobalData has valued at $4 million for one calendar year – having expired at the end of June. That was only a short-term deal itself, covering primary shirt sponsorship rights for the national men's and women's teams.
Those shirt sponsorship rights have no longer been continued. As such, Toyota's branding is not appearing on the front of Australia's men's team's shirts during their tour of the West Indies, taking place currently – Qantas is acting in that capacity instead.
It also follows on from Toyota having been unveiled as the front-of-shirt sponsor for the various national England cricket teams in May. The automotive giant's name and logo are now prominently displayed on all kits across the men’s, women’s, and disabled sides.
Ed Sanders, chief commercial officer at Cricket Australia, has said: "We are thrilled to extend our long-standing partnership with Toyota Australia, and we appreciate their continued support in growing cricket at the grassroots level."
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By GlobalDataIn addition, Toyota will continue on as a sponsor of the various Australian state cricket associations.
In terms of recent CA commercial activity, late May saw the governing body announce the Aussie Broadband firm as a commercial partner.
Aussie Broadband becomes the telecommunications partner of CA, in a tie-up that covers both men’s and women’s national teams. There will be activations “across national cricket,” as well as at-match signage.
Other current CA commercial partners include Qantas (with an extension unveiled in late March), Woolworths, Weber, KFC, and Bet365, while NRMA Insurance is the naming rights partner for the home test series.
This renewal has been disclosed with the men's team currently engaged in a three-test series in the West Indies (which they lead 2-0 with one game to play).
