The England and Wales Cricket Board (ECB) has unveiled the new England cricket kits for both the men’s and women’s teams with a powerful new campaign video starring former England captain Andrew “Freddie” Flintoff. The campaign, produced by The Multiple Agency, introduces the updated look featuring Toyota as the new main sponsor—and emphasizes cricket’s role in uniting communities across generations and backgrounds.
A comeback moment for Flintoff
Flintoff’s appearance in the campaign marks another step in his high-profile return to the public eye following a life-threatening car accident and his recent Disney+ documentary chronicling his recovery. His presence in the launch video is both symbolic and strategic—tapping into his longstanding connection with English cricket fans and his broader appeal.
From grassroots to stadiums: A message of inclusivity
The film showcases England’s top male and female cricketers alongside young fans, celebrating the emotional resonance of the national shirt in settings ranging from local games to packed stadiums. The central theme: the England kit is more than just a jersey for elite athletes—it represents a collective identity for anyone who loves the game.
Matt Farnworth, head of creative strategy at The Multiple Agency, explained the concept behind the campaign:
“There’s nothing quite like putting on the England shirt. It’s not just for the players to wear, it unites and belongs to everyone who loves the game. We wanted this campaign to reflect that shared pride and show how cricket has the power to bring people together, whoever they are or wherever they come from.”
The creative vision behind the campaign
The Multiple Agency, part of the Miroma Group, conceived and produced the campaign entirely in-house, blending storytelling and emotional resonance with a bold new visual identity for the England kit. The initiative positions the national team’s apparel as both aspirational and accessible, with a focus on pride, belonging, and the transformative power of sport.
Farnworth emphasized why Flintoff was the ideal figure to help launch the new look:
“Freddie is synonymous with English cricket and has done a lot to champion the sport across the board so was the perfect person to partner with as the new shirt design is released.”
A fresh chapter with Toyota as sponsor
The video also marks the debut of Toyota as the ECB’s new main shirt sponsor, signaling a new commercial chapter for the England teams. The partnership and rebranding come at a moment when cricket’s audience is evolving, and the ECB is leaning into narratives that celebrate heritage while reaching new fans.
