BetWright has confirmed the renewal of its partnership with Norwich City FC, continuing as the Principal Partner and the official Men’s Back-of-Shorts sponsor for the upcoming 2026/27 season. Fans of the Canaries can expect to see the BetWright logo prominently displayed on the back of the men's first team shorts throughout the season.
This renewal follows a successful initial season, marking a deepening collaboration between the Championship club and one of the UK’s rapidly growing betting brands. Under the terms of the extended agreement, BetWright will maintain its presence in Norwich City’s official partner ecosystem, including links and branding in the club’s partner section. Additionally, a new array of activations and social media initiatives will engage supporters throughout the upcoming season. Continuing their commitment to the local East Anglian community, joint campaigns will also be part of the new season’s efforts, with further details to be disclosed later.
Throughout all domestic matches and cup competitions at Carrow Road, which has a capacity of 27,000, BetWright’s branding will remain visible on advertising boards. The partnership has been expanded to feature two permanent advertising boards on the City Stand, strategically placed within the TV arc.
Ed Turnham, the commercial director at Norwich City, expressed his pleasure about the extended partnership, stating, "We’re pleased to extend our partnership with BetWright ahead of the 2026/27 season. The relationship has grown considerably during our first season together, and we’re excited to continue building on that success. We look forward to seeing the BetWright logo on our men’s first team kit again, as well as supporting our purpose-driven mission."
Yarry Troshchey, Chief Marketing Officer at BetWright, shared insights into their vision moving forward: "Year one was about introducing ourselves to the Canaries faithful. Year two is about building on it. We’ve learned a lot about what resonates with this fanbase, and we’ve got bigger plans for the season ahead—especially on the community side. Norwich is a club that gives back to its city, and we want our partnership to reflect that on and off the pitch."
The renewed partnership continues to expand BetWright’s footprint within football, complementing its naming rights deal with Leyton Orient, where the home ground is known as the BetWright Stadium.
