American football’s NFL has entered a multi-faceted, UK-focused agreement with online car marketplace Cinch.

The deal, which takes effect at the start of the 2021 season on 9 September, will see Cinch become the presenting partner to the NFL London Games and the lead partner to NFL UK.

Cinch branding will be visible at NFL’s London home Tottenham Hotspur Stadium during the NFL London Games, which are scheduled for 10 and 17 October.

The brand will also feature on Sky Sports, the UK pay-television broadcaster, through the sponsorship of Sunday Night Football and Sky Sports NFL.

In addition, Cinch will offer fans the opportunity to attend the Super Bowl, the final game in the NFL season, in February 2022.

This marks the expansion of Cinch’s sports portfolio, which includes England Cricket, the Scottish Professional Football League, Premier League club Tottenham Hotspur, the Lawn Tennis Association and UK-based rugby union team Northampton Saints.

Brett Gosper, head of Europe and UK at NFL, said: “We are very excited about creating a new partnership with a company as innovative as cinch. We look forward to working with them on creative ways to take the NFL to new audiences and continuing the growth of our fan base.”

Avril Palmer-Baunack, chairman of Constellation Automotive Group, owners of Cinch, added: Cinch is one of the fastest growing brands in the UK and the NFL’s drive for success fits perfectly with cinch’s focus on delivering more faff-free motoring experiences to consumers across the UK.  We can’t wait to get to know NFL fans and bring more excitement to a thrilling sport.”