BetWright secures Norwich City FC back-of-shorts sponsorship for 2025/26
The operator’s branding will feature on Carrow Road advertising boards and across the club’s partner platforms throughout the Championship season.
Key points:
– BetWright named as Norwich City’s new Principal Partner and Men’s Back-of-Shorts sponsor
– Partnership includes community initiatives, such as funding defibrillators in East Anglia
– Sponsorship builds on BetWright’s earlier stadium naming rights deal with Leyton Orient
Norwich City FC has signed a new sponsorship agreement with BetWright, naming the betting operator as a Principal Partner and official Men’s Back-of-Shorts sponsor for the 2025/26 season.
The BetWright logo will appear on the back of the men’s first team shorts during domestic competitions, while the operator will also feature in Norwich City’s partner ecosystem, including digital platforms, advertising boards at Carrow Road and joint community initiatives.
Sam Jeffrey, Norwich Commercial Director, said: “This is a significant deal for the club that sees BetWright join us as a principal partner. We are grateful for their support of Norwich City and the work they wish to do in our community, including the installation of defibrillators around the county as part of their BetWright campaign.”
Good to know: In 2021, Norwich partnered with Asian operator BK8 as its principal sponsor
That deal was quickly criticised by fans after explicit content surfaced on BK8’s social channels, prompting the club to tighten its due diligence process for sponsorships.
BetWright CEO David Matthews said: “We’re delighted to announce this landmark partnership with Norwich City as Principal Partner and Men’s Back-of-Shorts sponsor. This deal is the biggest in our history and represents a major step forward in our ambition to create an exciting and responsible new iGaming experience.”
Chief Marketing Officer Yarry Troshchey added: “Partnering with Norwich City is a big moment for us. Football is at the core of everything we do and working with a club that has such incredible fans gives us the chance to create something special.”
The partnership also includes plans for social media activations and wider campaigns to engage fans throughout the season. Both parties have confirmed that safer gambling awareness will remain a key focus.
The announcement follows BetWright’s naming rights agreement with Leyton Orient earlier this year, which saw Brisbane Road renamed as the BetWright Stadium for two seasons.
The operator has stated that further football sponsorships are expected in the months ahead.
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