A new and unexpected partnership is set to shake up the world of cricket, as Toyota has appointed beloved British actress and lifelong cricket fan Joanna Lumley as its very first Chief Cricket Officer (CCO).
The collaboration forms part of Toyota’s ongoing commitment to growing participation in cricket across the UK and Ireland, building on its partnership with the England and Wales Cricket Board (ECB) and its support of Cricket Ireland and Cricket Scotland.
Best known for playing the iconic Patsy Stone in the cult comedy Absolutely Fabulous, Lumley will now bring her enthusiasm for cricket to a wider audience—encouraging people to pick up a bat, watch a match, and rediscover the sport’s vibrant modern appeal.
Toyota Backs Grassroots Cricket
As part of the initiative, Toyota is investing heavily in grassroots cricket, helping more young people get involved in the sport.
The company has committed to funding 10,000 free bursary places in the ECB’s All Stars Cricket programme, which introduces children aged five to eight to cricket in a fun and accessible way.
Toyota will also support Smash It programme, aimed at introducing more young players across Ireland to the sport.
The effort reflects a broader goal shared by Toyota and its cricket partners: making cricket one of the most inclusive and accessible team sports in the UK and Ireland.
Breaking Cricket Stereotypes
As part of the campaign, Lumley stars in a new promotional film celebrating cricket’s energy and diversity. The film highlights the sport’s faster formats—including One Day International (ODI) and Twenty20 cricket (T20)—to show that cricket is far more dynamic than many people might assume.
The campaign also aims to challenge common misconceptions about cricket, such as confusing terminology, traditional dress codes, and lengthy matches. Instead, it focuses on the sport’s social atmosphere, passionate fanbase, and thrilling gameplay.
Lumley said:
“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.”
She added:
“As Toyota’s new Chief Cricket Officer, we’re hoping to showcase the fun and inclusive side of the sport and welcome more people across the nation to pick up a bat and a ball.”
Cricket Still Central to British Culture
The initiative follows new research commissioned by Toyota which highlights both cricket’s cultural significance and the opportunity to attract new participants.
According to the study:
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56% of Brits have never played cricket
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59% believe the sport plays an important role in British culture
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24% want to play more cricket this year
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30% would like to learn more about the sport
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31% want to watch cricket more often
Despite cricket’s popularity, 40% of fans say they are still learning the rules, suggesting there’s plenty of room for the sport to become more accessible to newcomers.
Supporting Local Cricket Clubs
Toyota will also continue supporting grassroots clubs through its Good for Cricket prize draw, which raises funds for local cricket organisations.
In its first year, the scheme saw more than 700 cricket clubs participate, raising over £240,000 for clubs across the UK and Northern Ireland. For 2026, Toyota hopes to double that total to £500,000, helping clubs invest in equipment, facilities, and community programmes.
Luigi Luca, President and Managing Director at Toyota, said Lumley was the ideal ambassador to bring cricket to new audiences:
“Joanna is the perfect partner to bring the game of cricket to a whole new audience. 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 New Era for Cricket Participation
The research also revealed why people enjoy playing cricket, with respondents citing:
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Fun and excitement of the game (38%)
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Being outdoors (35%)
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Fitness benefits (30%)
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Social friendships (27%)
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Teamwork and camaraderie (27%)
Nearly half of respondents also said cricket crowds feel friendlier and more social than other sporting events, reinforcing the sport’s strong community appeal.
With Lumley now stepping into her new role, Toyota hopes the campaign will inspire thousands more people to discover cricket—whether they’re watching their first match or stepping onto the pitch for the first time.
For more information about Toyota’s cricket initiatives, visit: https://www.toyota.co.uk/cricket
