Cricket ground renamed in ‘landmark’ deal

A historic cricket club has unveiled a new identity after securing its first-ever stadium naming rights partnership.

Northamptonshire County Cricket Club has renamed its home the cinch County Ground following a six-year agreement with lead principal partner cinch.

The deal marks the first naming rights partnership in the club’s 148-year history and forms part of wider plans to support long-term growth and financial resilience.

Bosses say the agreement builds on a four-year relationship between the two organisations and will help fund further development both on and off the field, including improvements to supporter experiences and the club’s expanding events business.

They add the partnership will also support the club’s grassroots and community programmes across Northamptonshire and neighbouring counties.

Daniel Vernon, chief operating officer at Northamptonshire County Cricket Club, said: “This is a landmark moment for us as a club. 

“We have never had a naming rights partner before, so to be able to take this step with cinch is incredibly special. 

“Expanding our partnership in this way strengthens our commercial foundations and supports our long-term vision, allowing us to enhance the experience for supporters, invest in our facilities and continue to grow our outreach and community work.”

Chief executive Ray Payne added: “It is an extremely exciting time for the club.

“Opportunities of this scale, with a national brand like cinch, do not come along often. 

“This deal supports our ambition to establish the ground as a leading multiuse events venue, while also providing the stability needed to invest not only in first-class cricket but in our junior pathways, schools’ programmes and community initiatives. 

“Everyone associated with the club is immensely proud to see our partnership with cinch reach this next stage, extending our relationship towards a decade.”

Founded in 1878, Northamptonshire County Cricket Club officially unveiled the new branding during a launch event attended by players, schools and community groups.

To celebrate the announcement, local schoolchildren and community groups took part in free cricket coaching sessions led by Steelbacks captain David Willey alongside players from the club’s men’s and women’s squads.

Cinch employs more than 2000 people in Northamptonshire and says the partnership reflects its continued investment in the county.

Avril Palmer-Lavery, chairman at Constellation Automotive Group, owners of cinch, added: “Our partnership with Northamptonshire County Cricket Club has gone from strength to strength, and this naming rights agreement represents a natural next step in that journey.

“The club has a proud heritage, a strong connection to its community and clear ambitions for the future, which closely align with cinch’s own values.

“We’re proud to put our name to such an iconic venue and excited about what we can achieve together over the coming years, both in terms of unforgettable matchday experiences and positive impact across the county.”

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