UK challenger brand BetWright has been named as the back-of-shorts sponsor for Championship side Norwich City.
The partnership, which has been labelled as the biggest in the operator’s history, will also see the business named as a principal partner of the club.
The deal will run until the end of the 2025-26 season and see BetWright branding placed on advertising boards throughout Carrow Road.
BetWright will also be afforded branding opportunities on the club’s website, as well as a series of activations and social media pushes.
The firm will also work with Norwich City to install defibrillators across the club’s home country of Norfolk’?
BetWright is the trading name for Gambling Commission-licensed company Onyx Gaming Limited.
Onyx Gaming has held bingo, casino and sports betting licences in the UK since November 2024. The firm is based out of Colchester.
The partnership with Norwich City comes after BetWright secured the stadium naming rights for League One side Leyton Orient’s home ground, Brisbane Road.
The agreement became effective on 1 June, with the ground being renamed to the BetWright Stadium for the next two years.
David Matthews, Onyx Gaming CEO, said: “We’re delighted to announce this landmark partnership with Norwich City as principal partner and men’s back-of-shorts sponsor.
“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.”
Sam Jeffrey, Norwich City commercial director, added: “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 BetWright campaign.”
The post BetWright ramps up marketing efforts with Norwich City deal first appeared on EGR Intel.
Operator follows up Leyton Orient stadium naming rights partnership with back-of-shorts agreement with Championship outfit
The post BetWright ramps up marketing efforts with Norwich City deal first appeared on EGR Intel.