Crystal Palace FC has replaced online gambling company W88 in announcing cinch as its new official front of shirt sponsor for the 2022/23 season.

The news follows continuing discussions of a betting sponsorship ban throughout football, and this month the UK government cooperated with the Premier League in a bid to put forward an early end to clubs’ gambling/betting sponsorships.

As the English football season concludes, speculation has mounted  as to how the government will proceed to reform football’s relationship with gambling firms, but Crystal Palace becomes the first club from the English top-flight to make such a move. 

W88 previously worked with Crystal Palace in its ‘expanding program of innovative commercial relationships’, in a deal which ended its collaboration with previous partner, and fellow betting firm, ManBetX.

The club’s new multi-year contract covers both the men’s and women’s teams, whilst the online car marketplace will become Palace’s official training wear partner as part of the deal. 

Additionally, cinch will also benefit from ‘significant’ brand exposure across the club’s Academy teams, Selhurst Park stadium and digital channels, as well as branding on all replica shirts.

Barry Webber, Commercial Director of the Premier League team, said: “This is an incredibly exciting time for our partnership to begin, as we enter our 10th successive season in the Premier League with a squad packed full of international talent. We look forward to helping each other secure our respective ambitions.”

The move sees cinch add The Eagles to its portfolio of sporting partnership which currently includes England Cricket, SPFL and Northampton Saints Rugby. The enterprise is also a sleeve sponsor of Tottenham Hotspur.

According to reports, ​​no value was given for the new partnership, but W88 was paying around £6.5 million per season.