Toyota partners with Joanna Lumley to get more Brits involved in cricket  

• As the Principal Partner to the ECB, Toyota is encouraging people to get more involved in cricket by offering 10,000 bursary places for children 

• To support the mission, Toyota has appointed national icon Joanna Lumley as the Chief Cricket Officer to grow cricket from a grassroots level 

• This comes as research reveals that more than half (59%) of Brits believe cricket plays an important role in culture, and a quarter (24%) are hoping to play more cricket this year 

London, UK, 10 March 2026: A boundary-breaking partnership has been announced today, with Toyota appointing long-time cricket fan and national icon Joanna Lumley as its Chief Cricket Officer (CCO). 

The BAFTA award-winning actress, best known for her role as Patsy Stone in Absolutely Fabulous and more recently, Amandaland, is encouraging people to get more involved in cricket, whether that’s by playing or watching the sport. 

The collaboration supports Toyota’s role as Principal Partner to the England and Wales Cricket Board (ECB), and partnerships with Cricket Ireland and Cricket Scotland.  

As part of its commitment to expand the number of recreational participants, Toyota is investing in 10,000 free bursary places for ECB’s All Stars Cricket programme, as well as supporting Cricket Ireland’s ‘Smash It’ programme, to help introduce more children to the sport. 

The car brand has enlisted Lumley’s help as Chief Cricket Officer to inspire more people to engage with the game, breaking down some of the misconceptions associated with the sport – from dusty cricket whites and puzzling terminology to matches that last for days. In a new film, Lumley celebrates the varied nature of the game and reminds the nation of the sport’s high-octane side  – including One Day Internationals (ODI) and T20 competitions – alongside showcasing the diversity of cricket fans and players, in a bid to welcome new followers to the sport. 

This comes as research commissioned by Toyota found that more than half of Brits (56%) have never played cricket, despite 59% believing it plays an important role in British culture.   

Although the majority (60%) of Brits have a good grip on the game, four in 10 fans admit they are still mastering their understanding of every rule. Meanwhile, almost a quarter (24%) want to play more cricket this year, nearly a third (30%) would be open to learning more about the game and 31% want to watch more, highlighting an exciting era for the sport. 

Joanna Lumley commented: “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!” 

Luigi Luca’, President and Managing Director at Toyota said: “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. 

“We’re proud to be working closely with ECB, Cricket Scotland and Cricket Ireland to offer bursaries for kids to get involved, as well as showing our support for grassroots cricket through our Good for Cricket prize draw – with all money raised going directly back into clubs.” 

The collaboration builds on Toyota and ECB’s shared goal to make cricket the most accessible team sport and help more people enjoy and connect through the game. The research also found that almost half of Brits (45%) think the crowds at cricket games are friendly, with 30% saying it feels more social than any other sport. 

According to Toyota’s research, the main reasons respondents enjoy playing cricket is the fun and excitement of the game itself (38%), being outdoors (35%), fitness benefits (30%) as well as the social friendships (27%) and sense of teamwork and camaraderie (27%). 

Demonstrating its commitment to supporting local clubs and encouraging more people to become involved in the sport at a grassroots level, Toyota will launch its GoodFor Cricket prize draw later this month. Last year saw more than 700 cricket clubs sign up for the draw, raising above £240,000 for local clubs across the Great Britain and Northern Ireland. In the draw’s second year Toyota aims to help local clubs raise £500,000 for vital equipment and resources, with all funds going back to local cricket clubs in 2026.  

Please click here to find out more or visit www.toyota.co.uk/cricket. 

ENDS