English Premier League club Norwich City has named Lotus Cars as their new front-of-shirt sponsor for the 2021-22 season. Lotus was reportedly considered a front runner for the role in the wake of the sudden exit of betting operator BK8 just three days after its announcement as the principal partner.
The partnership was launched alongside a WhatsApp-style video involving Delia Smith, Jake Humphrey, Ed Balls, Darren Huckerby, Dion Dublin, and Wes Hoolahan discussing the new partnership.
As part of the new agreement, the Lotus logo will star across City’s first team, academy, and women’s kit and training wear, with the brand having featured on the club’s away shirt between 2003 and 2006. It is a pivotal year for both parties, as the Canaries return to the Premier League after one season in the Championship. Meanwhile, Lotus may use this partnership to promote their upcoming new sports car-Emira.
The deal expands on the Norfolk-based car company’s sponsorship of the recently-promoted club’s training center and academy over recent seasons. As part of the agreement, the Canaries will also provide catering at Lotus’ Hethel headquarters in the name of ‘ Delia’s Canary Catering’. They will provide a range of hospitality services within the club and are overseen by TV chef and City’s joint-majority shareholder Delia Smith.
The newly-promoted Premier League club also declared a local sponsorship with Norfolk-based mortgage brokerage Yellow Brick Mortgages for the forthcoming season. As part of the agreement, the company will create an exclusive ‘Keep it Yellow’ publicity, offering free mortgage advice to all Norwich City season-ticket holders, members, and staff.
Norwich received a big blow ahead of next season after sanctioning the sale of Emil Buendia to Aston Villa. However, they do boost the transfer kitty for the new season with the money raised from Argentine’s departure. Along with his departure, sorting a new principal partner also helps Norwich to improve the finances of the club and plan life in the Premier League.