England’s national cricket teams will have a new main sponsor from this year after Cinch, the UK online car-selling platform, agreed to come on board.
As principal partner to England Cricket, Cinch, a recent entry into the sports sponsorship market, will receive prominent branding on the kit of the men’s and women’s teams in test, one-day international and Twenty20 internationals, and support the England Lions, disability and age group teams.
The multi-year deal takes effect in May with Cinch succeeding NatWest, the UK bank, whose four-year agreement valued at £4 million ($5.5 million) per annum is expiring.
It represents the ECB’s second high-profile tie-up with an online car retailer, with Cazoo having already signed up as the principal commercial partner of The Hundred, the new domestic short-form cricket competition set to launch this summer.
Cinch only launched in 2019, but evidently regards sport as an effective platform for the brand given that it has already signed a multi-year deal to become the sleeve sponsor of prominent English soccer club Tottenham Hotspur and partnered with Premiership Rugby club Northampton Saints and the annual grass court ATP tennis tournament at Queen’s Club in London.
The company is further showing its commitment to cricket by sponsoring UK commercial broadcaster Channel 4’s live coverage of England’s tour of India, which continues with the second test in Chennai starting tomorrow.
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England won the first match at the same venue in what was the first test to be shown live on free-to-air television in the UK in nearly 16 years.
Avril Palmer-Baunack, chairman of Cinch owners Constellation Automotive Group, said of the England sponsorship: “This is a significant and exciting multi-year partnership for Cinch. We couldn’t be more excited to get started as Principal Partner to England Cricket from May. England Cricket’s drive for success fits perfectly with Cinch’s ambitious plans to be the UK’s leading online car retailer.
“Cinch will support the growth of cricket at all levels as England teams continue to impress and cricket innovates to bring more people to increasingly exciting formats.”
Tom Harrison, the chief executive of the ECB, added: “This promises to be a fantastic year of cricket for our England teams and we’re delighted to have Cinch on board as principal partner. Cinch is a company which shares our determination to make cricket a game for everyone and as an innovative, digital business focused on making online car buying easy and safe for the UK’s motorists, it is a good fit as we seek to expand the reach and relevance of cricket.
“With a home series against India and an Ashes trip [to Australia] this winter for our men, and our women building towards a huge year in 2022 it’s a good time to be teaming up.”
The deal brings to an end the partnership with NatWest, whose association with English cricket dates back four decades, and Harrison praised the bank as “an excellent partner over many years.”