The club’s decision comes amid an expected ban on gambling brands as shirt sponsors, a measure that will affect many Premier League sides.

Nine of England’s 20 top-flight football teams wear betting brands on their shirts, or they did until Crystal Palace selected Cinch.

Whether the Government’s looming ban factored into the club’s decision to drop W88 is unknown; no mention of it is made in Crystal Palace’s announcement, but it’s not unreasonable to assume that the ban played a part in the Eagles choosing a non-gambling brand.

Under the multi-year contract, both the men’s and women’s teams will wear Cinch’s logo on their shirts. Crystal Palace has also named Cinch its official training wear partner, granting it “significant brand exposure” across the club’s academy teams, Selhurst Park stadium and digital channels.

“Cinch is a well-established, family-friendly and instantly recognisable brand across the UK and beyond, and this landmark partnership is yet another statement of progress at the club, both on and off the field,” said Barry Webber, Commercial Director at Crystal Palace.

“This is an incredibly exciting time for our partnership to begin, as we enter our 10^th successive season in the Premier League with a squad packed full of international talent.”

Avril Palmer-Baunack, Chair of Constellation Automotive Group, Cinch’s owner, added: “We look forward to working with the teams, fans and local community and have high hopes for the club next season on absolutely cinching it.”