Saints secure major sponsorship deal as South Stand gets a new name

Saints have been given a major monetary boost after agreeing a multi-year partnership with online car-selling platform cinch.

Saints have signed a crucial deal with cinch
Saints have signed a crucial deal with cinch

And the deal means that the South Stand at Franklin's Gardens will now be called 'The cinch Stand' for the foreseeable future.

cinch began its journey in 2019 and has very quickly established itself as one of the UK’s largest e-commerce sites for used cars, offering motorists a new, friendly way to search using the latest in web technology.

The platform will become synonymous with Saints, with cinch branding appearing in premium positions on the club’s playing strip – across the rear of the shirt and shorts for both home and away kits.

And at the end of a tough financial year for Saints, the news of a sizeable cash injection is hugely important for the future survival of the club.

“We are very proud to welcome cinch to the club, and incredibly excited about this partnership between two brands whose focus is on innovation and growth,” said Saints' commercial director, Tony Davison.

“We’re confident our partnership will become an integral asset for cinch in driving awareness within UK sport, providing fans with a platform to help make it easier and more accessible to buy the car which best suits their lifestyle.”

This new relationship will also see cinch help Saints supporters enjoy the build-up and digest the reaction from every single game, with ‘cinch Stats’ being included across the club’s social media channels and E-zine content before and after matches.

Avril Palmer-Baunack, cinch chairman, said, “cinch is delighted to be partnering Northampton Saints with this long-term deal.

"We have plenty of keen Saints fans within our business, and our Group, Constellation Automotive, employs thousands of people across Northamptonshire and the neighbouring counties, so we’re all looking forward to seeing Saints go from strength to strength.

“cinch is the automotive brand for everybody, faff-free, top quality and down to earth, much like the Saints supporters who we can’t wait to get to know over the coming seasons.

"We plan to bring some memorable moments to Franklin’s Gardens for all and can’t wait to get started.’

The commercial partnership with cinch is the third secured by Saints since the 2020/21 Gallagher Premiership season began, with deals also agreed with Barclaycard and Warner’s Distillery so far.