The EFL Championship club, Norwich City FC have announced a new sponsorship agreement with Willy’s Pies, a UK-based pie company.
As per this new pact, the brand has become the men’s team’s sleeve sponsor for the 2025-26 season. The alliance was announced with a video titled ‘From East London to East Anglia’, which included City veteran Grant Holt.
Willy’s Pies, who’s will appear on the sleeve of the men’s shirts this season, will be sold through all concourse kiosks at Carrow Road on matchdays in three flavours: beef mince and Westcombe cheddar, roast chicken, sage and onion, and curried potato, pea, and mango chutney.
Will Lewis, founder of Willy’s Pies, said, “We’re beyond honoured and excited to be an official principal partner of Norwich City. When Willy’s Pies was started in the height of lockdown in 2020, I was just a furloughed chef filling my newly-found, inexhaustible free time by slinging pies from my home kitchen via Instagram to my mates, delivering all over London by pushbike. There was never a plan, it was never that cynical, other than to make great tasting, great quality, honest pies and that shows, and we hope you agree too. Unfortunately, we feel that pies have become the lowest common denominator, a product we’ve become desensitised to and took for granted. This British classic is truly a labour of love and deserves to be treated with respect, and that’s what we here at Willy’s Pies do.”
Ed Turnham, Norwich City Head of Commercial, said, “We’re thrilled to be welcoming Willy’s Pies to the Norwich City family as our new official sleeve partner. Over the past few weeks, we’ve gotten to know Will and Josh really well, and it was clear from our first meeting, that their passion for quality, flavour and storytelling — the ingredients that have made their pies such a hit at Arsenal, Fulham and beyond — align perfectly with the values we hold dear at the club. This partnership not only brings something exciting and different to our matchday food offering, but also strengthens our ambition to collaborate with bold, innovative and creative brands. With their pies available across Carrow Road on matchdays, we can’t wait for our supporters to get a taste of what they’ve been cooking up in East London this season.”
Will Lewis created Willy’s Pies during the Covid lockdown after being laid off from his work as a chef, and the company has been in business for little over five years.
Willy’s Pies takes pride in its hand-pressed real pies produced with care and quality ingredients, including free-range Yorkshire chicken, excellent welfare grass-fed British and Irish beef, fresh vegetables and herbs, and award-winning Dorset crust.
Among its backers are former Arsenal striker Ian Wright and Crystal Palace co-owner Steve Parish, and they are also sold at the Emirates Stadium.
