14 Feb

The England and Wales Cricket Board (ECB) has signed up online used car retailer Cinch as its new Principal Partner. 

As part of the multi-year agreement, Cinch will gain visibility on the kit of England’s Test, ODI and T20 teams across England Men’s, Women’s, England Lions, Disability and England Age Groups. 

The deal will begin in April following the conclusion of Natwest’s principal sponsorship of the ECB, a contract that was worth close to £6.5m per season. 

As Cinch steps into the cricket market, the brand has also chosen to sponsor UK free-to-air broadcaster Channel 4’s coverage of the ongoing India v England Test Match series. The company has been developing its presence in UK sport sponsorship over recent months as it seeks to become the country’s leading online car retailer. 

In January, Cinch signed up as the first-ever sleeve sponsor of English Premier League club Tottenham Hotspur. This followed December’s news that the firm had signed up as title sponsor of tennis’ Queen’s Club Championships. In the same month, a multi-year sponsorship of rugby union’s Northampton Saints was signed. 

For the ECB, the deal comes after Cazoo, Cinch’s rival in the emerging online automotive trade sector, was signed up as title sponsor of its new franchise tournament, The Hundred. 

John Stephenson 


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