Crystal Palace FC has announced cinch as its new official front-of-shirt sponsor for the 2022/23 season, replacing online gaming business W88.
The announcement comes after ongoing debates over a gaming sponsorship in football. Earlier this month, the UK government collaborated with the Premier League to stop teams’ gaming partnerships early.
As the English football season comes to a close, concern has grown over how the government would alter sport’s connection with gaming companies, but Crystal Palace is the first team from the English Premier League to make such a move.
The W88 team previously collaborated with Crystal Palace in its ‘growing program of creative business alliances’ in a contract that ended its collaboration with a former partner and fellow gaming firm, ManBetX.
The club’s new multi-year arrangement covers both the men’s and women’s teams, and as part of the agreement, the online auto marketplace will become Palace’s official training apparel partner.
Additionally, cinch will benefit from significant brand exposure throughout the club’s Academy teams, Selhurst Park stadium, and digital platforms, as well as branding on all replica shirts.
“This is an inspiring time for our collaboration to begin,” said Barry Webber, Commercial Director of the Premier League franchise. We expect to assist each one in achieving our aims.”
The arrangement adds The Eagles to cinch’s portfolio of sporting partnerships, including England Cricket, the SPFL, and Northampton Saints Rugby. The company is also a sleeve sponsor of Tottenham Hotspur.
According to rumors, no monetary value was assigned to the new agreement, although W88 paid roughly £6.5 million every season.