ECB enlists Cinch as new England cricket principal partner

The England and Wales Cricket Board (ECB) has named Cinch as its new principal partner, taking over the contract from Natwest.

The deal, which covers the men’s, women’s, Lions, disability and age groups, will see the Cinch logo appear on the England national team’s playing kit during Test, one-day international (ODI) and Twenty20 games.

The firm will also receive visibility through its agreement with Channel 4 to sponsor the free-to-air broadcaster’s coverage of England’s Test series in India.

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

Cinch steps in to replace Natwest which has acted as ECB’s principal partner since 2017, in a deal reported to be worth roughly £6.5 million.

Earlier in the week, the ECB announced a new partnership with Microsoft with a focus on accelerating the development of the sport at grassroots level. The agreement will see the technology company provide digital skills training to local communities and organisations.

“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,” added Tom Harrison, the ECB’s Chief Executive.

“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 collaboration builds on Cinch’s growing portfolio within UK sport, having forged a partnership with Premier League giants Tottenham Hotspur in January, following on from an agreement penned with the Lawn Tennis Association (LTA) to sponsor the Queen’s Club Championships in 2021.