Cinch has acquired the stadium naming rights for Franklin’s Gardens after a deal was extended with the English rugby union club Northampton Saints.
Both the parties agreed to a contract which will last for six more years and will allow the team’s home stadium renamed ‘Cinch Stadium at Franklin’s Gardens’.
This is the first time in its 141-year history that the Premiership club’s first naming rights deal is being secured. Cinch will also become the club’s main shirt sponsor from the 2022/23 season.
The initial contract between both the parties was first signed last year but now Cinch has extended the partnership by signing a long-term deal.
It has been reported that Cinch will also support the Saints’ community projects by providing the club’s charity foundation with a new minibus for students.
On top of that, Cinch is supporting several grassroots sports clubs and initiatives across Northamptonshire and has committed to creating 1,000 jobs, and launching mechanic training academies at two locations in the area.
“We are delighted to transform our partnership with Northampton Saints in the first stadium naming rights agreement in the club’s 141-year history”, said Avril Palmer-Baunack, chairman of Cinch’s parent company, Constellation Automotive Group.
“The team is 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 Northampton shire, 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.”
Mark Darbon, Northampton Saints’ chief executive, added, “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.”