Crystal Palace, of English soccer’s Premier League, have today unveiled Cinch, the online car marketplace, as their new shirt sponsor in a multi-year deal.

Under the agreement, which begins from the 2022-23 season, the company’s logo will feature on the front of Crystal Palace’s men's and women’s teams.

Cinch will also become the club’s official training wear partner as part of the deal, and receive brand exposure across the club’s academy teams, Selhurst Park stadium, and digital channels.

The used-car retailer, which only launched in 2019, replaces Asian betting and gaming firm W88 which has been the South London-based club’s shirt sponsor for the past two seasons.

Another betting brand, ManBetX, held those rights for three years before W88.

Palace has opted to move away from the betting industry as a ban on gambling sponsorships is widely expected to be implemented by the UK government soon.

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Earlier this month, the team named African financial services platform Mukuru as its new sleeve sponsor to replace mixed reality company Facebank from next season.

The deal enhances Cinch’s presence in the Premier League as it also has a sleeve sponsorship agreement with Tottenham Hotspur.

Within the UK market, where it has focused most of its sports partnerships thus far, the online platform additionally has a title sponsorship deal with Scotland’s top-flight SPFL, and tie-ups with the England cricket team, the Northampton Saints rugby union club, and the Lawn Tennis Association.

Last year, Cinch appointed Pitch Marketing Group, the UK-based sports and entertainment marketing agency, as its sponsorship activation partner.

Barry Webber, commercial director at Crystal Palace, said: “Cinch is a well-established, family-friendly, and instantly recognisable brand across the UK and beyond, and this landmark partnership is yet another statement of progress at the club, both on and off the field.

“This is an incredibly exciting time for our partnership to begin, as we enter our 10th successive season in the Premier League, whilst cinch continues its impressive expansion and innovation in the car market. We look forward to helping each other secure our respective ambitions.”

Avril Palmer-Baunack, Chairman of Constellation Automotive Group, cinch owners, said: “We are delighted to be joining Crystal Palace as front of shirt sponsor. Cinch is an ambitious brand that has achieved a lot in a short space of time and this new partnership will further support our expansion in the UK car market.”

Palace finished 12th in the Premier League this season as the 2021-22 campaign concluded on Sunday (May 22).