Tottenham sew up Cinch sleeve sponsorship deal

Top-flight English soccer club Tottenham Hotspur have named online car seller Cinch as their first ever sleeve sponsor.

Spurs have been without a partner for the inventory since it was first introduced by the Premier League for the 2017/18 season, but the five-year, multi-million pound deal means the Cinch logo will now appear on the left sleeve of both the men’s and women’s teams’ playing shirts.

Cinch will also be promoted via Tottenham’s matchday perimeter and multi-tiered digital ribbon advertising system, while the two parties will also work together on marketing campaigns across social and digital platforms. 

The precise financial terms of the contract have not been reported, but other ‘big six’ clubs have been able to make around UK£10 million (US$13.5 million) a year from their sleeve sponsorships. Chelsea’s five-year deal with carmaker Hyundai, for example, is worth a reported UK£50 million (US$67.4 million), while Spurs’ North London rivals Arsenal’s agreement with Visit Rwanda is purportedly valued at UK£30 million (US$40.5 million) over three years.  Nick Hoyle, head of partnership development at Tottenham, said: “Cinch is such an innovative brand and their customer first approach is well aligned with our own commitment of delivering an unrivalled experience for our fans. We look forward to working with Cinch and introducing their brand to our supporters.”

Launched in 2019, Cinch made its first moves into sports sponsorship at the end of last year, becoming the title partner of the Queen’s Club Championships tennis tournament and ‘elite partner’ of Premiership Rugby’s Northampton Saints.

Cinch’s deal with Spurs is its first with a Premier League side and sees it join Cazoo, which last year became the main shirt sponsor of Aston Villa and Everton, as one of two online car retailers with a presence in English soccer’s the top tier. 

Avril Palmer-Baunack, chairman of Constellation Automotive Group, which owns Cinch, added: “We’re delighted to have agreed this fantastic multi-year partnership with Tottenham Hotspur, which will support Cinch in its journey to become the brand of choice when it comes to buying a used car.”

The Cinch logo will be visible of Spurs’ sleeves for the first time on Sunday, when they travel to play eighth-tier side Marine AFC in the third round of the FA Cup.