Cinch sponsors Simon Cowell’s new ITV musical game show Walk The Line

Cinch will be the first-ever sponsor of Simon Cowell’s new ITV musical game show, Walk The Line.

Brokered by Mediacom North, the sponsorship will see the Constellation Automotive-owned online car retailer gain visibility through sponsorship idents during the ITV broadcast and catch-up viewings as well as through licensing and digital exposure.

Take That star Gary Barlow, award winning performer Alesha Dixon, comedy legend Dawn French, and chart superstar Craig David are all part of the judging panel on the new show.

Maya Jama will host the show, which offers the winner a prize pot of £500,000.

Amy Townsend, cinch’s senior marketing director, said: “We are delighted to be the new sponsors of Walk The Line. It is the start of a strong partnership with ITV whereby we’ll celebrate the moments when the ordinary becomes extraordinary – or as we call it “cinching it”. The exciting new show format will play an important role in putting us at the heart of the great entertainment our customers love, as we continue on our mission to make buying a car as faff-free as possible.”

Cinch’s latest TV sponsorship follpows a series of high-profile marketing deals as the online retailer aims to compete for profile with key market rival Cazoo.

In September it announced a new sponsorship deal with American Football's National Football League (NFL).

Its portfolio of sports, festivals and entertainment partnerships also includes the ECB, as principal partner of England Cricket; SPFL; Tottenham Hotspur, as sleeve sponsor; the LTA for the cinch Championships; the Northampton Saints and The British Motor Show.

New TV show Walk the Line will see soloists, duos and bands take to the stage to perform for the nation.

But to win the money, contestants will need to determine whether to cash out or physically Walk The Line and risk it all to stay in the competition.

The show’s sponsorship idents will be hosted by Rylan Clark and will play on the format of the programme itself with Rylan struggling to pick his favourite vehicle.

Jason Spencer, ITV’s business development director, said: “Walk the Line is a really exciting new entertainment format for ITV to be bringing to viewers and we’re delighted that cinch is partnering with us as the show’s very first sponsor.

“We’ve seen a fantastic increase in online digital disruptor brands capitalising on TV’s unique ability to grow brands at scale and look forward to working with cinch to bring their brand to an even-wider audience.”

Back in May cinch attracted £1 billion in new investment to continue its push to online car retail growth alongside the likes of start-up rivals Cazoo and Carzam.

The Abu Dhabi and Singapore sovereign wealth funds had teamed up with billionaire George Soros to back the business, which is owned by WeBuyAnyCar and BCA Marketplace owner, Constellation Group, which recently made a takeover bid for AM100 PLC Marshall Motor Group.