To help people get more involved in cricket, be it watching or playing, England and Wales Cricket Board (ECB) partner, Toyota has appointed an unlikely Chief Cricket Officer (CCO) in cricket fan and British icon, Joanna Lumley.

The collaboration comes following research from Toyota that found more than half of Brits (56%) have never played cricket. This is despite the fact that 59% believing that cricket plays an important role in British culture. The AbFab and BAFTA winning actress aims to inspire people to engage with cricket and break down misconceptions of the sport. 

A campaign film sees Lumley celebrate all things cricket while brushing aside outdated stereotypes. She shuns dusty cricket whites, puzzling terminology and long matches saying ‘That’s just not cricket’. Instead in partnership with Toyota and in signature Lumley style, she celebrates the joy in getting involved, back gardens and watching with loved ones. 

The spot sees Lumley celebrate the varied nature of cricket, from One Day Internationals (ODI) to T20 or grassroots games. It also spotlights the diversity of cricket fans and players to help welcome new fans to the sport.

As part of the campaign, Toyota is committed to expanding the number of recreational participants and is investing in 10,000 free bursary places for ECB’s All Stars Cricket programme. It is also supporting Cricket Ireland’s ‘Smash It’ programme to help introduce more children to the sport.

With the help of Lumley, the campaign aims to help make cricket the most accessible team sport and connect more people to the game. The research 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.

“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,” says Luigi Luca, President and Managing Director at Toyota.

The campaign demonstrates Toyota’s commitment to supporting local clubs and encouraging more people to become involved in the sport at a grassroots level. 

Last year Toyota raised over £240,000 for local clubs across the UK and Northern Ireland through its Good for Cricket prize draw. This year, the brand aims to help local clubs raise £500,000 for vital equipment and resources, with all funds going back to local cricket clubs in 2026.

The unlikely partnership with Joanna Lumley brings to life the simple truth that there is no stereotypical cricket fan. Successfully opening up the game to new audiences and encouraging participation.