Online car buying platform cinch will be the Title Sponsor of the SPFL and its four league competitions as part of a new five-year deal between the pair.
The league says the agreement is the largest title sponsorship deal in the SPFL’s history, and will see all four divisions known as the cinch Premiership, cinch Championship, cinch League 1, and cinch League 2.
The used car marketplace will also become the league’s Official Car Partner, and will see its logo incorporated into that of the league itself, and will be placed on the sleeves of every player until the 2025/26 season.
Cinch is owned by Constellation Automotive Group, which also owns WeBuyAnyCar and British Car Auctions (BCA). The group recently raised more than £1 billion to turbocharge cinch’s growth across the UK and Europe.
“This is an enormously significant partnership for our member clubs, and for Scottish football as a whole,” said SPFL chief executive, Neil Doncaster.
Our discussions with cinch have been extremely positive and the duration of the sponsorship agreement demonstrates their long-term commitment to Scottish football.
“Despite the economic situation and the challenging nature of the global sponsorship industry generally, this is the largest-ever sponsorship in the SPFL era. It’s a ringing endorsement of the enduring popularity of Scottish football, not only north of the border but right around the world.
“It’s an exciting time for the Scottish game and I look forward to building on this new partnership as we continue to showcase Scottish football and maximise its exposure to a global audience.”
Robert Bridge, Chief Customer Officer, cinch, added: “We are delighted to support the SPFL and welcome them to our high-profile family of sports sponsorships. It’s another great win for cinch that will play such an important role in putting us and our customers at the centre of some fantastic sporting moments.
“Scottish football has a UK audience of over 20 million but more importantly, it is the heartbeat of the Scottish community. As football fans make a return to stadiums for the new season cinch looks forward to being there alongside them for all those celebratory moments we’ve missed so much as we continue to make buying a car as faff-free as possible across Scotland and the UK.”
The SPFL deal builds on the brand’s recent sponsorship deals with the likes of the ECB, where it is the Principal Partner of England Cricket and the LTA for the cinch Championships at the Queens Club. It also has deals with Premier League side Tottenham Hotspur, and Gallagher Premiership team the Northampton Saints.
It has also recently announced headline sponsorship deals for five music festivals run by events organiser Live Nation.