Cricket Business: England Cricket Board unveils new Principal partnership with Cinch

England Cricket’s New Sponsorship Deal: Joe Root team currently gearing up for the 2nd Test against India will have new team sponsor from April. 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 $9m per season.

This major ECB partnership launches with both England’s Men and Women as reigning world champions and ahead of a bumper year for English cricket. The Women’s team are building towards next year’s World Cup, and the Men take on India at home before the campaign to regain the Ashes in Australia this winter.

Avril Palmer-Baunack, Chairman of Constellation Automotive Group, Cinch owners said, “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. 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, said: “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.”

Cinch will take on the role when the ECB’s current agreement with NatWest ends in April. Referring to 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.”

This weekend Cinch bolsters its cricket line-up with the launch of its sponsorship of Channel 4’s coverage of England’s Test Series against India.