Sponsorships are often celebrated for innovation – for rewriting the playbook, but sometimes, true inspiration comes from rediscovery. We reminded audiences of the profound social value of community cricket, a cause that has quietly transformed lives for generations.
Grassroots cricket clubs are diverse, community hubs, bringing people together across generations and backgrounds. Yet, the cost-of-living crisis has left many clubs struggling to survive, with energy bills and facility costs pushing them to the brink.
So, leveraging partnerships with the ECB, Cricket Ireland and Cricket Scotland, Toyota stepped in and launched the Toyota Good For Cricket Prize Draw, a free fundraising platform designed to empower clubs to raise vital funds, fronted by one of cricket’s most recognised profiles, Sir Jimmy Anderson.
Each participating club received its own personalised fundraising page, complete with curated marketing materials for social media, posters, and email campaigns, enabling them to share their unique stories and fundraising goals. Plus, Toyota provided the prize pool, over £230,000 worth. For supporters, an opportunity to support their local club fundraise, and be in with a chance of winning big.
And in just 131 days, over 800 clubs raised £290,710. This initiative didn’t just provide financial relief; it reignited community spirit and showcased Toyota’s unequivocal commitment to positive social change.
By championing grassroots cricket, Toyota shifted perceptions of the brand, increasing association with cricket sponsorship fourfold and improving brand sentiment, testament to how sponsorship can drive social purpose and brand uplift when utilising the power of sport.
