Northampton Saints has agreed a new sponsorship deal with online car marketplace cinch, the first stadium naming rights deal in the club’s 141-year history.

The six-year contract sees the Saints’ home become ‘cinch Stadium at Franklin’s Gardens’. As well as stadium naming rights, cinch becomes Saints’ principal partner as of the 2022-23 campaign with its logo on the front of the club’s playing kit.

The Saints initially agreed a multi-year sponsorship with Cinch back in December. Cinch became an ‘elite partner’ at the club, receiving branding on the playing strip across the back of the shirt and shorts for both home and away games. Cinch also gained matchday presence at Franklin’s Gardens, with the South Stand being renamed the cinch Stand.

Commenting on the new deal, Northampton Saints chief executive, Mark Darbon, said: “Over the last 18 months, we have navigated the most challenging period in the club’s history, so to have secured this genuinely transformational deal – which will underpin our commercial strategy moving forwards – is an incredibly significant moment for the club.

“Cinch has committed to helping drive Northampton Saints forward for the long term, which we hope in turn, will create many more opportunities for growth on and off the pitch. We know that Franklin’s Gardens has a special place in the heart of all Saints supporters, so the decision to rename the stadium was one not taken lightly.

“But this was a fantastic opportunity for the club to progress our partnership with a forward-thinking, digital brand in cinch who share our ambition and already boast an impressive stable of partnerships with premium sporting organisations across the UK.

“While the name of the stadium will change, the essence of the ground of course remains the same, and we look forward to creating many more fantastic memories and chapters in our history with our supporters in the coming years.”

As part of its association with Saints, cinch has also supported the Northampton Saints Foundation in delivering its innovative social inclusion programmes, by supplying the charity with a brand-new minibus to transport students.

Outside of its partnership with the Club, cinch is committed to supporting a number of grassroots sports clubs and initiatives in Northamptonshire, alongside the creation of over 1,000 new jobs and an industry-leading academy for the training of highly skilled mechanics at the business’ new Rockingham and Corby locations.

Avril Palmer-Baunack, chairman of Constellation Automotive Group, cinch’s owners, said: “The team are firmly committed to reaching the top, and that drive matches ours as one of the fastest-growing brands in the UK.

“Cinch has made significant investments in and around Northamptonshire, across vehicle preparation facilities, training and jobs, so it makes perfect sense that we continue to cheer on one of the county’s most-loved sports teams with this new, comprehensive principal partner deal.”

Image: Northampton Saints