Tottenham Hotspur on lookout for new partner after end of £10m deal

Tottenham Hotspur are in the market for a new sleeve sponsor after its partnership with Cinch came to an end.

The online car-selling platform had been Spurs’ primary sleeve partner since 2021, the three-year deal having a value understood to north of £10m per year to the North London club.

According to SportBusiness, Cinch has opted to exercise an early exit option in its five-year deal with Spurs as the business pulls back from some of its sponsorship commitments, having also opted to exit the title sponsorship that they held with the Scottish Premiership Football League (SPFL) before the five-year deal had run its course. The SPFL last week struck a replacement deal with bookmakers William Hill.

When Spurs revealed their new home kit for the 2024/25 season earlier this month there was no branding for Cinch on the sleeves. Turkish on-demand delivery company Getir will also be absent from trainingwear after their deal with the club came to an end at the end of last season.

Sky News reported last month that Getir’s plans to exit the UK were confirmed, with the report also claiming that as much as £5m in outstanding payments were due to Spurs.

As part of the kit launch, a Spurs statement read: “For the 2024/25 season, all of our Kits will be sold without the sleeve partner logo, and our training range will be sold without the training wear partner logo. These are excluded from retail inventory for the coming season.”

The value of both front-of-shirt and sleeve partnerships has increased since the 2021 deal to partner with Cinch, with increased confidence coming out of the pandemic a factor to growing the value of the deals.

According to sponsorship analysis website The Sponsor, the fair market value of Spurs’ front-of-shirt sponsorship, currently held by AIA, was the fourth highest in the Premier League at £49.3m, a sum 23% higher than the current deal value of £40m.