Cinch (company)
Cinch (often stylised as 'cinch') is a used car marketplace based in London, UK.[1] cinch is a subsidiary of the Constellation Automotive Group, which also owns British Car Auctions, Marshall Motor Group, Elmo and We Buy Any Car.[2]
History
cinch was founded in 2019 by British Car Auctions. In July 2019, it launched its consumer-facing online classified car sales site, working in partnership with dealers, car supermarkets and OEMs.[3]
In October 2020, cinch’s parent company changed the platform to a business-to-consumer marketplace model.[4]
Locations
In June 2021, cinch announced it would create a permanent headquarters in London’s King’s Cross.[1] The company also has offices in Hook and in Manchester.[5]
Marketing and sponsorship
cinch launched its first advertising campaign to promote its direct-to-consumer online car buying platform in October 2020 and introduced Rylan Clark as the cinch brand ambassador. Brand campaigns launched in October 2021 and September 2022, with adverts featuring celebrities Rylan Clark, Gino D’Acampo and Kevin McCloud.[6]
From February-April 2022, cinch sponsored the ITV new music series ‘Starstruck’ with on air sponsorship idents and a co-branded competition.[7]
cinch is the sponsor of The Chris Evans Breakfast Show on Virgin Radio.[8]
In November 2020, cinch agreed a partnership with the British Motor Show, becoming headline sponsor.[9]
In December 2020, cinch became a sponsor of the Northampton Saints rugby union club. In September 2021 it announced an extension to the deal, which includes naming rights to the Saints home ground as ‘cinch Stadium at Franklin’s Gardens’, as well as shirt sponsorship.[10]
In December 2020, cinch also became title sponsor of Queen’s tennis tournament, the traditional lead up event to Wimbledon. The tournament was renamed as The cinch Championships.[11]
In January 2021, cinch became Tottenham Hotspur’s official sleeve partner. The deal includes both the men’s and women’s teams.[12]
In February 2021, cinch agreed a multi-year deal with the England and Wales Cricket Board to be principal partner of England Cricket. The partnership includes logo association on all team kit, including the men’s women’s, England Lions, disability and age group teams for Test, one-day international and T20 games.[13]
In May 2021, cinch signed a two-year deal with Live Nation Entertainment to become official headline partner of five of the entertainment company’s festivals. The agreement included Latitude Festival, Edinburgh Summer Sessions, Creamfields, TRSNMT and the Isle of Wight Festival.[14]
In June 2021, cinch announced it had become the title sponsor of the Scottish Professional Football League in the largest deal in the League’s history. Under the deal, the League’s divisions are known as the Cinch Premiership, Cinch Championship, Cinch League One and Cinch League Two.[15]
In September 2021, cinch became presenting partner of NFL London Games and lead partner of NFL UK. The association included the two NFL London Games played at Tottenham Hotspur Stadium each year.[16]
In May 2022, cinch became principal partner of Crystal Palace Football Club from the start of the 2022/23 season, including front-of-shirt sponsorship of men’s and women’s teams.[17]
References
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