“Massive”cinch deal to inspire young cricketers, says Willey
Six-year partnership supports youth cricket programmes
Northamptonshire County Cricket Club has entered a new era after announcing the first naming rights partnership in its 148-year history – with leaders and players alike highlighting its potential to bring more young people into the sport.
As part of a landmark six-year agreement with lead partner cinch, the home of the Steelbacks has been renamed the cinch County Ground, marking a significant moment in the club’s long-term development strategy.
The deal represents a major investment and will support plans to expand grassroots cricket, schools programmes and community initiatives across Northamptonshire.
Steelbacks captain David Willey says that impact at youth level is where the partnership could make a big difference.
“To have a nationwide-known brand supporting the club in such a way is massive,” he said.
“This support allows us to get deeper into grassroots, deliver the programmes into communities.”
The former England all-rounder believes improving access to cricket for young people – particularly those who may not otherwise encounter the sport – is key to its future.
Willey added: “If I look back to my early days playing cricket, I went through state school and it wasn’t a sport that was that accessible.
“That initiative to try and get young children of state schools, or other areas in the community where it isn’t easily accessible, to give them a taste and a feel for what cricket can be is massive.''
Club officials say the partnership will strengthen financial resilience while supporting investment across facilities, the first team and community outreach.
Chief executive Ray Payne said the agreement would help fund “junior pathways, schools’ programmes and community initiatives”, while also supporting the club’s ambitions on the field.
The enhanced backing is expected to increase coaching opportunities in schools and local communities, helping introduce the sport to a wider and more diverse group of young players.
“The more people we’ve got playing cricket and are able to enjoy the game is only a good thing for the sport,” Willey said.
“In the coming years, hopefully, to have more of a talent pool to pick from.”
He also pointed to the growing popularity of girls’ cricket, saying opportunities have expanded significantly in recent years.
“When I was younger, there were barely any girls playing the sport,” he said.
“Now pretty much every club has a women’s section as well, which is fantastic… it’s a sport for all.”
The partnership builds on an existing four-year relationship between the club and cinch, and reflects a shared focus on community impact as well as commercial growth.
Chief operating officer Daniel Vernon described it as a “landmark moment”, adding that the deal would allow the club to “continue to grow our outreach and community work”.
Cinch, which employs more than 2,000 people in Northamptonshire, said the agreement reflects its commitment to investing in the county and supporting local communities.
Avril Palmer-Lavery, chairman of Constellation Automotive Group, owners of cinch, said in a statement: “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.”
For Willey, however, the long-term success of the deal will be measured by how many young people pick up a bat and ball for the first time.
“To give them a taste and a feel for what cricket can be… is massive,” he said.