Norwich City’s decision to not dismiss Daniel Farke after their easy relegation from the Premier League at the end of the 2019-20 season paid off rather seamlessly as they bounced back to the Big Time after just one season in the Championship. The Canaries have always been praised for their attractive brand of football under Farke, but this time the fans and the hierarchy would also prefer some results to go along with it. Here are Norwich City’s official Partners going into the 2021-22 season.
Following are the companies and organisations that are enjoying a strong branding presence across Norwich City’s physical and digital assets.
Lotus Cars – The Norwich-headquartered British automotive company was announced as the principal shirt sponsor of the club in June 2021.
Lotus swooped in to replace BK8 Sports, an Asian betting operator with whom Norwich had struck up the shirt sponsorship deal earlier in the month but chose to terminate it three days later because of the company’s problematic marketing content.
The Lotus deal covers both of Norwich’s men’s and women’s teams and their academy setups and is set to see the Lotus Cars logo feature on the front of the teams’ matchday and training kits.
Lotus Cars already has a long-standing relationship with the club. Not only did the company sponsor the team’s away jersey between 2003 and 2006, it also currently sponsors their the training centre and academy.
Joma – The Portillo de Toledo-based Spanish sports clothing brand was announced as Norwich’s new kit supplier in July 2021. Joma replaced Erreà, a rival Italian brand that served the club in the same capacity for a decade.
The deal sees Joma provide the club’s men’s, women’s and academy teams with matchday kits as well as training wear and travel wear.
JD Sports – The Bury-based British sports-fashion retail brand was announced as Norwich’s official sleeve sponsor in July 2021.
JD’s logo is set to feature on the left sleeve of all three matchday kits of the club, as well as adult and junior replica kits. The club will also get added e-commerce support from the company, with Norwich shirts to be made available at JD’s outlets, both in-store and online.
Vitality – The London-based health, life, car insurance and investment company was announced as the club’s official wellness partner in July 2021.
Apart from branding rights, the deal is set to see Vitality work with the club to promote a healthier and safer lifestyle to the Canaries’ supporters.
Also Read – Manchester United Sponsors 2021-22
Regency Security Group – The British security services provider is a long-time partner of the club, supplying them with different security services “both on matchdays and non-matchdays”.
Since May 2017, Regency serves as their Official Security Partner and a Stand Sponsor at the club’s home ground, Carrow Road.
Alan Boswell Group – The Norwich-based insurance firm is a Primary Partner of the club since 2009, providing them insurance cover and risk management services while holding advertising and hospitality rights at all of their home matches.
Green Farm Coffee – The Norwich-based “slow-roasted, artisan coffee” brand has been a long-time Primary Partner of the club. The partnership sees Green Farm Coffee’s products made available at Carrow Road as well as the club’s other businesses, including Yellows Bar and Grill, Delia’s Restaurant and Bar, and the Lotus Training Centre. Green Farm also offers its customers club-themed products.
The two parties last renewed their partnership in August 2021 to take it into its eighth year.
Greene King – Based in Bury St Edmunds, Suffolk, Greene King is an English pub retailer and brewer. In August 2018, in collaboration with AB Inbev, Greene King signed a pouring-rights deal with Norwich City.
The deal makes Greene King a Primary Partner of the club and sees drinks like East Coast IPA and Budweiser made available for fans inside Carrow Road.
Kotkamills – Based in Kotka, Kymenlaakso, Kotkamills is a Finnish company that provides fully recyclable, sustainable paperboard products that are made out of traceable trees from sustainably managed forests.
Kotkamills became a Primary Partner of Norwich City when the two signed the club’s first-ever sustainability partnership deal in October 2020. The deal sees City boost their operations’ sustainability by implementing Kotkamills products – like cups, plates, and straws – at Carrow Road and the Lotus Training Centre.
Visit Tampa Bay – Visit Tampa Bay is a not-for-profit destination marketing organisation that promotes Tampa, Florida as a premium destination for business and leisure travels. Since 2017, it has served as Norwich City’s official destination partner.
The partnership has been beneficial for the club in many ways, including opportunities for warm weather training camps in Florida, a partnership with the USL Championship side Tampa Bay Rowdies, as well as the ‘Yellow and Green Dream’ camps for aspiring footballers in the region.
Woodforde’s Brewery – Based in Woodbastwick, the brewery has been a Primary Partner of the club and the official sponsor of the Barclay Stand at their home ground, Carrow Road, since August 2018. The two parties last renewed their partnership in a five-year agreement in August 2020.
Fosters Solicitors – The Norwich-based law firm has been the Official Legal Partner of the club since June 2011. Apart from offering its services to the club, Fosters also offers discounted legal advice to the season ticket holders and members of the club.
Bluespace – A long-time partner of the club, the Norwich-based office design and fit-out company has been officially involved with the club since 2017, serving them as a Primary Partner since 2019.
The partnership sees Bluespace offer its services towards the maintenance and refurbishment of multiple interiors across Norwich’s home ground and training facilities.
The two parties last renewed their partnership in August 2020 in a multi-year agreement.
Bidstack – Bidstack is an in-game ad platform, with the company based in London. It also serves as a Primary Partner to Norwich City.
In August 2020, Bidstack was announced as part of a “three-way alliance” which it signed alongside City and BADU Sports, a London-based sports education organisation that supports people from underrepresented communities in the UK.
As per the partnership, Bidstack supports BADU’s students as they get opportunities from the club to learn and grow; these opportunities include football camps, coaching and sports performance sessions, and seminars in marketing, business management and careers in football.
War Paint For Men – The London-based men’s makeup brand has been a Primary Partner of the club since August 2020. The two parties last renewed their partnership in August 2021 to cover the 2021-22 season which will see War Paint serve as the front-of-shirt sponsor for Norwich’s pre-game matchday training kits.
Apart from branding rights, the partnership entails the two parties collaborating over “content, events and initiatives that aim to challenge, support and inspire positive conversations around men’s mental health and wellbeing on the pitch, in the stands, and in the wider community”.
Score! Hero – First Touch Games (FTG), an Oxford-based mobile game developer, signed a deal with Norwich City in September 2020 that made Score! Hero, one of FTG’s leading mobile game, a Primary Partner of the club.
Apart from branding rights, the deal also grants FTG the license to use City’s branding in one of its new mobile games.
FCI (Foreign Currency Innovations) – The Essex-based foreign exchange broker has been offering its services to Norwich City as their Official Foreign Exchange Supplier since August 2016. The two last extended their partnership in July 2019.
AMA Waste Management – The King’s Lynn-based waste management services provider was announced as a Primary Partner of the club in March 2021. Apart from branding rights, the deal also sees AMA support the club’s sustainability goals.
Eleven Sports Media – A long-time partner of the club, the Blackpool-based digital advertising agency currently serves Norwich City as a Primary Partner.
In June 2021, the club announced they were launching a community partnership platform in collaboration with Eleven Sports Media ahead of the 2021-22 season. This initiative would allow local companies to promote their brand across City’s physical (especially the mid-tier LED systems at Carrow Road) and digital assets (including Eleven’s StadiumTV and StatZone channels) as one of their Community Partners.
Also Read – Liverpool Sponsors 2021-22
Park Farm Hotel
Pyynikin Brewing Company
Falcon Power Generation
Page Bros Group
Mayday – Integrated Office Systems
Check Your Security
The Red Card Comedy Club
Norwich Accountancy Services
Yellow Brick Mortgages
Also Read – Wolverhampton Wanderers Sponsors 2021-22