Toyota signs up for Daily Telegraph cricket deal

Toyota GB has signed a six-figure deal with The Daily Telegraph to sponsor a swathe of its cricket coverage, including The Daily Telegraph Cricket Fantasy League.

The Fantasy League was sponsored last year by insurance company Frizzell in a one-year deal. The new deal, believed to be worth about &£250,000, will promote the Toyota Avensis but is planned as a “much bigger, strategic partnership”. First scores for the Fantasy Cricket League, which offers &£20,000 in cash prizes, appear in the newspaper on May 28.

Toyota Avensis will also sponsor two cricket supplements in The Daily Telegraph, the first of which will appear on Thursday (May 20) to mark the start of the England v New Zealand test match. The second appears on September 9 for the ICC Champions Trophy.

Both Toyota and The Daily Telegraph have strong links to cricket. The latter became official partner of the England & Wales Cricket Board and England cricket team in March. Toyota Avensis has just become the official car partner to the Seven Test Match Grounds.

The deal was brokered by Telegraph Group head of sport sponsorship James Mann and Zenith Optimedia strategic planner Richard Selby.

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