BetWright has renewed its partnership with Norwich City FC, confirming its role as a Principal Partner and the official Men’s Back-of-Shorts sponsor for the upcoming 2026/27 season. Norwich City fans can once again 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 and strengthens the collaboration between the Championship club and one of the UK’s rapidly growing betting brands. Under the new agreement, BetWright will maintain its presence within Norwich City’s official partner network, ensuring brand visibility and link placements in the club’s partner section. Additionally, a new program of fan engagement activations will be implemented, featuring dedicated social media initiatives aimed at involving supporters throughout the season. Their joint efforts to support the local East Anglian community will also continue, with further details set to be announced.
BetWright’s branding will again appear on advertising boards at Carrow Road, which has a capacity of 27,000, during all domestic matches in the Championship and cup competitions. This includes the addition of two permanent advertising boards on the City Stand, located within the TV arc.
Ed Turnham, commercial director at Norwich City, expressed satisfaction with 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, remarked on their plans for the upcoming season. "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 in terms of community engagement. Norwich is a club that gives back to its city, and we want our partnership to reflect that on and off the pitch."
This renewal is part of BetWright’s expanding football portfolio, which includes a naming rights partnership for Leyton Orient’s stadium, now known as BetWright Stadium.
