ECB Unveils Cinch As Principal Partner
The ECB has announced a new, multi-year partnership with online used car marketplace cinch, who will become Principal Partner to England Cricket from May 2021, when its current deal with NatWest ends.
The deal will see the brand placed on the kit of the England team across Test, ODI and T20 appearances, while its partnership will also include support for all of England’s cricket teams including Men’s, Women’s, England Lions, Disability and England Age Groups.
The move expands cinch’s portfolio of sponsorship deals in sport, having already partnered with the LTA to become Naming Partner for the Queen’s Club Championship, as well as deals with Premier League side Tottenham Hotspur and Gallagher Premiership team Northampton Saints.
The brand will also bolster its cricket line-up with the launch of its sponsorship of Channel 4’s coverage of England’s Test Series against India.
In December 2020, the ECB unveiled another online car-buying platform, Cazoo, as the Principal Partner of its upcoming franchise-based series The Hundred.
“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,” said Avril Palmer-Baunack, Chairman, Constellation Automotive Group, cinch’s owners.
“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. We’re championing England Cricket the same way we champion innovation and ease for the UK’s motorists – taking the faff out of buying a car.”
Tom Harrison, ECB Chief Executive Officer, 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 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 online car buying platform will take on the role when the ECB’s current agreement with NatWest ends in April. Speaking about NatWest’s four decades in cricket, Harrison said: “We would like to place on record our thanks to NatWest, who have been an excellent partner over many years.”
