BetWright becomes Norwich City principal partner in shorts sponsorship deal
East Anglia-based betting brand BetWright has signed a Principal Partner agreement with Championship club Norwich City, taking the men's back-of-shorts sponsorship for the 2025/26 season.
BetWright announced on Monday 22 September 2025 a new partnership with Norwich City FC, becoming a Principal Partner and the official Men’s Back-of-Shorts sponsor for the current season.
Under the deal, the BetWright logo will appear on the back of the men’s first-team shorts throughout the 2025/26 campaign. The agreement also brings BetWright into Norwich City’s wider partner network, with brand and link placement in the club’s partner section, supporter-facing activations and social media activity planned across the season.
Community tie-in and stadium presence
As part of the partnership, the two organisations plan joint community campaigns in East Anglia, including a defibrillator installation initiative across the county. BetWright branding will also appear on advertising boards at Carrow Road, which has a capacity of 27,000, for all domestic matches including Championship and cup fixtures.
Norwich City commercial director Sam Jeffrey said the club was pleased to add BetWright to its partner roster, describing it as a significant deal and welcoming the operator’s community commitments, including the defibrillator scheme.
Growth ambitions
BetWright CEO David Matthews said the Norwich deal was the largest partnership in the company’s history, noting that the brand, launched in December 2024, has grown quickly in the UK betting market. He said the East Anglian roots of the business made the Norwich tie-up particularly significant, framing it as an opportunity to support the local community and the club’s supporters.
BetWright chief marketing officer Yarry Troshchey said football was central to the company’s strategy and pointed to plans for further community-focused campaigns tied to the partnership.
The Norwich agreement follows BetWright’s earlier stadium naming rights deal with Leyton Orient, announced in May, which saw Brisbane Road renamed the BetWright Stadium for two seasons. The company has indicated further football sponsorship announcements are expected in the coming months.
BetWright describes itself as a UK-licensed online betting and gaming platform offering sports betting and casino games, with an emphasis on responsible gambling standards.