The National Football League has assigned online used car retailer, Cinch, as the new representing sponsor of the NFL London Games and lead partner of NFL UK, ahead of the 2021 season.

The deal will feature Clinch during two NFL games taking place at the Tottenham Hotspur Stadium in London in October, and display the company during UK broadcast of the games on Sky Sports.

On February 13th next year, Cinch will also be running a competition that will give UK-based NFL fans the chance to win tickets to the Super Bowl LVI in Inglewood, California. 

Constellation Automotive Group chairman which owns Cinch, Avril Palmer-Baunack, said: “This is a significant and exciting partnership for Cinch.”

“NFL is a hugely popular sport in the UK and Europe, with fantastic growth year on year. 

“Cinch is one of the fastest-growing brands in the UK and the NFL’s drive for success fits perfectly with cinch’s focus on delivering more faff-free motoring experiences to consumers across the UK.

“We can’t wait to get to know NFL fans and bring more excitement to a thrilling sport,” he said.

Since launching in 2020, Cinch has secured a number of deals in the sports market including the sleeve sponsorship rights at Premier League club Tottenham Hotspur, and title sponsorship of football’s Scottish Premiership, Championship, League 1 and League 2 and LTA’s Queen’s Club Championships.

Other deals include Cinch as an elite partner with premiership Rugby’s Northampton Saints and the principal partner of the England and Wales Cricket Board.

The brand is currently generating annual sales of over 70,000 vehicles.

Cinch plans to charge their growth across the UK and Europe with over £1bn (AUD $1.86 billion) raised by Constellation.