Championship side Norwich City FC have announced a new principal partnership with East Anglia-based online betting and gaming platform BetWright, strengthening the club’s commercial portfolio ahead of the 2025/26 season.
The deal sees BetWright become the club’s official men’s back-of-shorts sponsor, with its logo set to appear on the men’s first-team shorts in all Championship and domestic cup fixtures. Beyond kit branding, the agreement also includes prominent visibility across Carrow Road’s LED boards and Norwich City’s expanding digital ecosystem.
Beyond Sponsorship: Community Impact
The partnership goes beyond branding. BetWright and Norwich City will collaborate on joint activations and community-driven campaigns, notably the installation of defibrillators across Norfolk as part of BetWright’s wider health and safety initiative.
The move reflects a growing industry trend: betting brands seeking to balance visibility in sport with tangible contributions to local communities.
Building Regional and National Presence
This announcement follows BetWright’s earlier high-profile move in May, when the company secured stadium naming rights with Leyton Orient, rebranding Brisbane Road as the BetWright Stadium. By adding Norwich City — a club with a deep regional identity and loyal following — BetWright continues to scale its presence across English football.
Sam Jeffrey, Norwich City’s Commercial Director, called the agreement “a significant deal for the club,” highlighting both the financial and community dimensions of the partnership.
David Matthews, CEO of BetWright, added: “As an East Anglia-based business, partnering with Norwich City is especially meaningful. The club is at the heart of our region, and we’re proud to see the BetWright name alongside the Canaries this season.”
