TD Bank Group has partnered with Cricket Canada to become the official bank of the association.

As part of the sponsorship, TD will appear on the uniforms and training gear of Canada’s national teams. This includes new custom kits for the men’s national team’s first appearance at this year’s ICC Cricket World Cup, which will take place in June. TD will also sponsor the women’s national cricket team in 2025. The bank will run TV and OOH ads, and appear on Cricket Canada platforms. Ethnicity Matters is leading the media buying and creative strategy.

“TD shares Cricket Canada’s goal to help empower communities and foster inclusivity through sports,” TD chief marketing officer Tyrrell Schmidt tells MiC. “In particular, fostering cricket in Canada has the power to help many newcomers find familiarity in a sport enjoyed around the world.”

The agreement also extends beyond the field, as TD sponsorship will help support Cricket Canada’s exploration of programs focused on improving the sport’s accessibility, popularity and engagement with players and fans in the country, according to a release.

“With the support of TD, we have an opportunity to enhance our national team and programs, and also focus on grassroots development, youth engagement and diversity inclusion,” says Rashpal Bajwa, president of Cricket Canada. “TD’s expertise and resources will enable us to create more opportunities for aspiring cricketers, improve infrastructure, and promote the sport to a wider audience.”

The deal was secured by Boundaries North, an initiative led by WEIC Sports United (formerly Teams Canada). It comes on the heels of the agreement signed in February between Cricket Canada and Coca-Cola, under which the drink brand became a sponsor of the association and its teams.