Football Trade Directory

Tottenham Hotspur sign first ever sleeve sponsorship

Tottenham Hotspur have agreed their first ever shirt sleeve sponsorship deal, the club have announced a deal with online used car retailer Cinch.

The deal covers Spurs men’s and and women’s teams, with the brand’s logo set to be seen on the sleeve of the club’s kit for the first time this weekend when the women’s team take on Birmingham City in the Women’s Super League, before the men’s team play non-league side Marine AFC in the FA Cup.

The multi-year contract will also grant Cinch rights to LED advertising at the Tottenham Hotspur stadium in North London, as well as a presence on digital and social platforms.

It represents the company’s first move into football sponsorship after being formed in January 2019, following agreements in rugby, with Northampton Saints, and tennis, with the Queen’s Club Champi­on­ships.

Cinch, however, is not the first in the online used car retailer category to sign a high-profile EPL sponsorship deal in recent times, with rival firm Cazoo taking up the front-of-shirt sponsorship rights at both Everton and Aston Villa ahead of the 2020-21 season.

For Tottenham, the agreement with Cinch adds to a sponsorship portfolio which is headlined by front-of-shirt sponsor AIG and kit supplier Nike.

The club is one of the last in the EPL to fill the sleeve sponsor designation after it became available ahead of the 2017-18 season. Currently, Everton is the only club in the league without a brand in the position.

Previously, club chairman Daniel Levy has indicated that the reason for Tottenham’s reluctance to sign a sleeve sponsor was to avoid impacting any potential stadium naming rights deal, with the club having been in the market with the naming rights to its 62,303 capacity stadium since its opening in April 2019.

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