Norwich City have confirmed that local company Blakely Clothing will become their new front of shirt sponsor. 

As revealed on these channels earlier this week, the Norfolk clothing brand have succeeded Lotus Cars and will see their name adorn the new kits and training ware for the 2024/25 campaign. 

The two parties have also agreed to launch a dual-branded collection over the coming months.

Norwich’s commercial team brokered the deal themselves after an extensive search following the decision to move away from Lotus. 

Speaking on the launch of the partnership, Blakely’s CEO and founder Gareth Newman told City’s official channels: “Having grown up in Norfolk and watching Norwich City play over the years, we are incredibly proud and excited to partner with the club.

“This partnership is more than just a sponsorship; it symbolises a shared vision for growth, success and community engagement. We look forward to supporting the team and engaging with the Norwich City fans.”

Commercial director Sam Jeffery added: “We’re delighted to be partnering with Blakely for at least the next three seasons. It’s an outstanding brand to adorn our shirts and we’re so excited to be working with Gareth, Andy and all the team to make this partnership a success.

“Blakely are a Norfolk-based brand on a rapid growth journey, with huge global aspirations that we hope and believe we can assist them in achieving.”

Blakely Clothing are the new sponsors of Norwich City’s shirts.Blakely Clothing are the new sponsors of Norwich City’s shirts. (Image: Sonya Duncan)

Ed Turnham, head of sales and acquisitions at Carrow Road, said: “During our extensive process to find a new main club partner, we spoke to a number of national and global brands who wanted to work with us. Ultimately, we were driven to find that new partner who saw the relationship with the club as more than a pure badging exercise, with collaboration at its core.

“As soon as we met with Gareth and Andy, it was clear to see how passionate they are about Blakely, Norwich and the wider county. To be able to build a partnership with such a hugely progressive brand, to assist them in their international growth is tremendously exciting. The partnership will be unique across the footballing landscape, and another example of Norwich City pushing boundaries.”