Northampton Saints Extend Cinch Deal To Include Stadium Naming Rights

Northampton Saints have announced a new, six-year partnership with cinch.

The online car buying platform became an Elite Partner of the Gallagher Premiership club last year but has now penned a new deal which scales up its commit to the club for an even longer term.

The move will also see the club’s Franklin’s Gardens stadium renamed ‘cinch Stadium at Franklin’s Gardens’ – the first stadium naming rights agreement in the club’s 141-year history.

As well as immediately becoming the Official Stadium Naming Rights Partner, cinch will also serve as Saints’ Principal Partner as of the 2022/23 campaign, and will see its logo placed on the front of Saints’ playing kit from 2022/23 onwards.

“We are absolutely delighted to grow our partnership with cinch, an innovative and rapidly-growing brand,” said the club’s Chief Executive, Mark Darbon.

“Over the last 18 months, we have navigated the most challenging period in the club’s history, so to have secured this genuinely transformational deal – which will underpin our commercial strategy moving forwards – is an incredibly significant moment for the club.

“Cinch has committed to helping drive Northampton Saints forward for the long term, which we hope in turn, will create many more opportunities for growth on and off the pitch.

“We know that Franklin’s Gardens has a special place in the heart of all Saints supporters, so the decision to rename the stadium was one not taken lightly. 

“But this was a fantastic opportunity for the club to progress our partnership with a forward-thinking, digital brand in cinch who share our ambition and already boast an impressive stable of partnerships with premium sporting organisations across the UK.

“While the name of the stadium will change, the essence of the ground of course remains the same, and we look forward to creating many more fantastic memories and chapters in our history with our supporters in the coming years.”

As part of its association with Saints, cinch has also supported the Northampton Saints Foundation in delivering its social inclusion programmes, by supplying the charity with a brand-new minibus to transport students. 

Outside of its partnership with the club, cinch has committed to supporting a number of grassroots sports clubs and initiatives in Northamptonshire, alongside the creation of over 1000 new jobs and an academy for the training of skilled mechanics at the business’ new Rockingham and Corby locations.

Avril Palmer-Baunack, Constellation Automotive Group Chairman, cinch owners said, “We are delighted to transform our partnership with Northampton Saints in the first stadium naming rights agreement in the club’s 141-year history. The team are firmly committed to reaching the top, and that drive matches ours as one of the fastest-growing brands in the UK. Cinch has made significant investments in and around Northamptonshire, across vehicle preparation facilities, training and jobs, so it makes perfect sense that we continue to cheer on one of the county’s most loved sports teams with this new, comprehensive Principal Partner deal.”