The NFL has become a major new sponsor of games being played in London, England. Subway, which has owned the property since 2017, is no longer in the league and has been replaced by British online car retailer Cinch, which holds major partner status in the UK’s NFL.
Under the contract, Cinch will be featured in the two Major League Soccer matches to be played in the 2021/2022 season in England, both at Tottenham Hotspur. On October 10th, the New York Jets duel will be against the Atlanta Falcons. A week later, on October 17, the match will be between the Miami Dolphins and the Jacksonville Jaguars.
In addition, Cinch will sponsor Sky Sports’ coverage of the UK’s NFL, giving the brand visibility through the pay-TV broadcaster’s Sunday Night Football program as well as a dedicated NFL channel. The brand will also be responsible for a promotion giving a British NFL fan the opportunity to travel to the United States in February next year to follow Super Bowl LVI at the location.
“This is an important and exciting partnership for Cinch. NFL is a very popular sport in the UK and Europe, with impressive growth year on year, just as Cinch is one of the fastest growing brands in the UK,” said Avril Palmer Bonak, President of Constellation Automotive Group, Owner of Cinch, the pursuit of NFL success fits right in with Cinch’s focus on providing more worry-free car experiences to consumers across the UK.
The online car retailer launched ten months ago and raised £1 billion in new investment earlier this year to boost growth in the UK and Europe. Even in a short time, the company has already made significant investments in sports sponsorship. In addition to the agreement with the NFL, Cinch is also the principal partner of the Board of Cricket in England and Wales (BCE), sponsor of Tottenham and holder of the Scottish Professional Football League (SPFL) naming rights. The company still deals with the Lawn Tennis Association (LTA) for the Queen’s Club Championships and the Northampton Saints rugby team.
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