BetWright has entered into a new partnership with Norwich City FC, becoming a Principal Partner and the official men’s back-of-shorts sponsor for the 2025/26 season. The deal sees the BetWright logo displayed on the back of the first team shorts throughout the campaign.
The agreement extends beyond kit branding, with BetWright integrated into Norwich City’s partner ecosystem through digital placements, matchday advertising and dedicated activations designed to engage supporters. Joint initiatives will also be rolled out in the local community, including a defibrillator installation campaign across East Anglia.
The announcement follows BetWright’s recent stadium naming rights deal with Leyton Orient, which saw Brisbane Road renamed the BetWright Stadium earlier this year. The UK-licensed betting and igaming brand is expected to expand its sponsorship portfolio further in the coming months.
Sam Jeffrey, Norwich commercial director, said: “We are delighted to welcome BetWright to our outstanding roster of partners.
“This is a significant deal for the club that sees BetWright join us as a principal partner.
“We are grateful for their support of Norwich City and the work they wish to do in our community, including the installation of defibrillators around the county as part of their BeatWright campaign.”
David Matthews, CEO of BetWright, said: “We’re delighted to announce this landmark partnership with Norwich City as Principal Partner and Men’s Back-of-Shorts sponsor. Since launching in December 2024, BetWright has quickly become one of the UK’s fastest-growing betting brands, built on innovation, outstanding service and the highest standards of Safer Gambling. This deal is the biggest in our history and represents a major step forward in our ambition to create an exciting and responsible new iGaming experience.
“As an East Anglia-based business, partnering with Norwich City is especially meaningful. The club is at the heart of our region, and we’re proud to see the BetWright name alongside the Canaries this season. It’s a chance for us to stand with the community we call home and support the club and its incredible fans the Wright Way.”
Yarry Troshchey, Chief Marketing Officer at BetWright, added: “Partnering with Norwich City is a big moment for us. Football is at the core of everything we do and working with a club that has such incredible fans gives us the chance to create something special. We’ve got big plans in store on how we can give back to the community with campaigns that make a real impact, celebrating the spirit of Norwich on and off the pitch.”
