Northamptonshire County Cricket Club’s home has been renamed the cinch County Ground Northampton after the club agreed the first naming rights deal in its 148‑year history.
Northamptonshire CCC said the deal with cinch is part of a landmark agreement under which the home of the Steelbacks has been officially renamed.
The unprecedented six‑year deal represents a major investment and signals a shared commitment to sustainable growth, innovation and community impact.
The agreement builds on a successful four‑year partnership between the Club and cinch, extending a relationship founded on shared values and collaborative success.
The significant investment from cinch, will help drive diversification at the Club, strengthen financial resilience and support further development both on and off the field.
It will also play a key role in enhancing the supporter experience and expanding the ground’s growing events business.
Founded in 1878, Northamptonshire County Cricket Club has never previously entered a stadium naming rights agreement, making the rebrand a defining moment in its history.
The 6,500 capacity cinch County Ground Northampton, historically known as the County Ground and also known as Wantage Road, is a cricket venue on Wantage Road in the Abington area of Northampton, England. It is home to Northamptonshire County Cricket Club.
Surrey (UK)-based cinch is a car dealership platform that helps people browse, buy and receive cars from the comfort of their own homes.
The new cinch County Ground Northampton identity was officially unveiled at a celebratory event at the ground, attended by professional players, special guests, schools and local community groups.
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.”
As the Club’s lead principal partner, cinch branding already features prominently throughout the home of the Steelbacks and will be further enhanced through the cinch County Ground Northampton for updated visual identity.
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 multi‑use 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.”
For cinch, the partnership reflects its continued investment in Northamptonshire, where the nationwide business employs more than 2,000 people alone.
Avril Palmer-Lavery, Chairman at Constellation Automotive Group, owners of cinch, said: “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.”
The enhanced partnership will also support the continuation and expansion of the Club’s extensive community programmes, benefiting schools, charities and grassroots cricket across Northamptonshire and neighbouring counties.
Continue following Coliseum for the latest updates on sports venues, stadiums and arena business news worldwide.
Coliseum is dedicated to building a global community of sports and entertainment venue professionals helping create better and more profitable venues.
Become a member of the Global Sports Venue Alliance and connect with stadiums, arenas and industry experts from around the world. Apply for membership through the Global Sports Venue Alliance and access the 365Coliseum Business platform.