Maple News reports that TD Bank Group has signed a new sponsorship agreement with Cricket Canada, becoming the official bank partner of the national cricket teams. This collaboration aims to accelerate the development of cricket across Canada by enhancing grassroots initiatives and increasing youth engagement with the sport.
As part of this multi-faceted partnership, TD will support Cricket Canada’s mission to build an inclusive and thriving cricket community. The initiatives are focused on expanding access to the sport for young fans and developing stronger pathways for aspiring players. TD’s involvement includes community-based programs and initiatives aimed at promoting diversity and broadening cricket’s appeal across all regions of the country.
According to cultural research, the rise in cricket’s popularity in Canada is largely driven by immigration from cricket-loving nations, particularly within the South Asian diaspora. A 2022 study found that nearly 28% of respondents considered themselves cricket superfans, underscoring the sport’s growing cultural footprint nationwide.
“This is more than a sponsorship—it’s a turning point for Canadian cricket,” said Amjad Bajwa, President of Cricket Canada. “With TD’s backing, we’re set to elevate the sport on every level, from local leagues to international competition.”
TD’s branding will be featured prominently on official kits and training gear for both men’s and women’s national teams. Notably, Canada’s men’s team is participating in the 2024 ICC T20 World Cup for the first time, sporting a newly designed kit sponsored by TD. In 2025, TD will expand its support by becoming the official sponsor of the Canadian women’s cricket team.
This partnership comes at a pivotal moment for Cricket Canada, as the men’s team is currently riding high from its World Cup debut and is preparing for a packed schedule. In ODI competitions, Canada remains undefeated in the World Cup Super League qualifying path and will host international matches later this year against the Netherlands, Nepal, Oman, and the United States.
With over 150 years of service and a commitment to helping newcomers, TD is uniquely positioned to support the country’s evolving financial and cultural landscape. The bank offers multilingual support, newcomer banking tools, and digital resources to assist immigrants in settling into life in Canada.
The partnership aligns with TD’s broader goals of fostering community inclusion and supporting cultural heritage through sport. Maple News sees this collaboration as a powerful example of how corporate sponsorships can drive real social impact while helping to grow Canada’s diverse sporting landscape.
Cricket Canada, recognized by the International Cricket Council (ICC) and the Canadian Olympic Committee, remains committed to promoting excellence and inclusivity at all levels of the game, both nationally and internationally.