cinch, the UK’s leading online car sales platform, is today announced as sponsor of ITV’s brand-new entertainment show Starstruck, hosted by Olly Murs.

The sponsorship deal, which launches on ITV and ITV Hub from Saturday (February 12) at 8.30pm, includes airtime in the new Saturday night family viewing blockbuster, and cinch idents around breaks on broadcast and online. 

Starstruck features ordinary members of the public with an exceptional talent teaming up to transform into some of the world’s biggest music icons – from Freddie Mercury to Ariana Grande, Lionel Richie to Lady Gaga, Marvin Gaye to Michael Bublé – and many more in between.  

Award winning singer and actress Sheridan Smith, Queen frontman Adam Lambert, comedian Jason Manford and musical theatre star Beverley Knight feature on the judging panel.

cinch’s sponsorship idents, featuring the brand’s much-loved ambassador Rylan, are a fun take on the programme’s format, with people in cars winding down their car windows to compete in their own sing-off of legendary tunes. cinch’s through-the-line approach to sponsorship sees a competition spot with a car valued at up to £30,000 as the prize, and a creator-led activation on the brand’s TikTok channel @cinchuk.

This is cinch’s second ITV entertainment TV sponsorship, complimenting the brand’s well-established roster of significant sports and entertainment partnerships including the ECB (England & Wales Cricket Board), Tottenham Hotspur, LTA, Northampton Saints and Live Nation. 

Amy Townsend, Senior Marketing Director at cinch said: “We’re really excited to be working with ITV as the launch sponsors of Starstruck. The programme will celebrate the moments when the ordinary becomes extraordinary – or as we call “cinching it.” This broadcast sponsorship is our biggest yet: activating across TV, TikTok and even giving one lucky viewer the chance to win a car from us, the biggest range available to buy entirely online.”

Jason Spencer, ITV Business Development Director, said: “Starstruck is an exciting step for ITV, bringing to mind historic shows like Stars In Their Eyes with a fantastic panel and an engaging new twist. Building on our ongoing partnership, we’re delighted to be working with cinch on the show, helping them to activate and scale up once again.”