May 26 – While online used car retailer Cazoo is building its football sponsorship portfolio in Europe, its UK rival Cinch is taking its first main sponsorship in the English Premier League with Crystal Palace’s shirt front.
Cinch is already a sleeve sponsor of Tottenham Hotspur and a partner of the Scottish Premier League as well as having other UK sports sponsorship assets with England Cricket and in rugby union.
The deal will see Cinch replace online bookmaker W88 on Crystal Palace’s shirt in advance of an expected ban in English football of shirt sponsorship by gambling firms.
The multi-year deal will start with the 2022/23 Premier League season. No value was given for the sponsorship. W88 was paying about £6.5 million per season.
As well as being on the front of men and women’s team shirts, Cinch will have brand exposure at Selhurst Park stadium as well as the club’s digital channels, as well as branding on all replica shirts.
Avril Palmer-Baunack, chairman of Constellation Automotive Group, Cinch owners, said: “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. We look forward to working with the teams, fans and local community and have high hopes for the club next season on absolutely ‘cinching it’.”
Next season will be Crystal Palace’s tenth consecutive season in the Premier League.
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.”
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