Cinch terminates SPFL sponsorship deal after Rangers refuse to display car branding

Cinch has decided to terminate its sponsorship deal with the Scottish Professional Football League (SPFL) two years earlier than expected. 

The contract was signed in 2021 and was supposed to be a five-year partnership, but cinch has exercised a clause allowing them to exit the deal at the end of this season. 

This sudden development has left the SPFL scrambling to find a new main sponsor. The partnership between cinch and the SPFL had been the league’s largest-ever sponsorship deal. 

However, controversy marred the agreement when Rangers refused to display cinch’s branding. 

The Glasgow-based club argued that it conflicted with a pre-existing commercial agreement they had in place with Park’s of Hamilton, a company associated with former Ibrox chairman Douglas Park. 

The cinch deal was renegotiated last year, with Rangers exempted from promoting them.

In an official statement, the SPFL announced via the Daily Record, “Cinch has exercised its right to conclude its title sponsorship deal at the end of the current season.” 

This decision comes after the deal played a role in generating record-breaking revenues for the 42 clubs associated with the SPFL over the past year.

Neil Doncaster, chief executive of the SPFL, praised Cinch for its role in boosting brand awareness through the partnership and expressed gratitude for the company’s support during this exciting league campaign. 

Doncaster also confirmed that the league body would begin the process of securing a new title sponsor for the upcoming season, anticipating strong interest from businesses looking to associate with Scotland’s premier football competition.

Cinch chief customer officer Robert Bridge acknowledged the successful partnership and the company’s evolving marketing focus as it seeks to continue its growth in the online used car market. 

The company has seen substantial brand awareness growth during its association with the SPFL.

“Over the past three years, cinch has become the UK’s leading online used car business and built a household brand with awareness of over 85%,” Bridge said.

“Its successful partnership with the SPFL has been an important contributor to this achievement. As cinch looks to the future, its marketing focus is evolving to ensure continued success and growth.”