Northamptonshire County Cricket Club has announced the first stadium naming rights partnership in its 148-year history, with the home of the Steelbacks set to become the cinch County Ground.
The landmark six-year agreement with cinch marks a major moment in the Club’s long-term development plans and follows an existing four-year partnership between the two organisations.
The deal represents a significant investment into the Club and is designed to support financial stability, improve facilities and expand the ground’s growing events business, while also helping to strengthen community outreach programmes across Northamptonshire.
Founded in 1878, the Club has never previously entered into a naming rights agreement for its stadium, making the rebrand one of the most significant commercial developments in its history.
The new identity was officially unveiled during a special event at the ground attended by players, invited guests, local schools and community groups.
Daniel Vernon, Chief Operating Officer at Northamptonshire County Cricket Club, described the agreement as a “landmark moment” for the Club.
As part of the enhanced partnership, cinch branding will become even more prominent around the ground and within the Club’s wider visual identity.
For cinch, the agreement reflects its continuing investment in Northamptonshire, where the company employs more than 2,000 people. The online car retailer said the partnership aligns with its commitment to community engagement and customer-focused services.
Megan Norton from Cinch expolained why it was such an important partnership for the business:
Avril Palmer-Lavery, Chairman of Constellation Automotive Group, owners of cinch, said the Club’s heritage, community connections and future ambitions closely matched the company’s own values.
To celebrate the announcement, local schoolchildren and community groups were invited to the ground for free cricket coaching sessions led by Steelbacks captain David Willey alongside players from the men’s and women’s squads.
Children from several Northampton schools took part, alongside members of disability and walking cricket groups from across the county.
We spoke to Tom Stevenson from Cube DIsability whose learners have been taking part in sessions at the cricket club:
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