Norwich continues sponsorship signings with first-ever sleeve deal

3 July 2019

Norwich
Photo: Getty Images For the first time in the club’s history Norwich City has made a sleeve deal.

For the first time in the club’s history Norwich City has made a sleeve deal.

The club’s new partner is gaming company Seriously Digital Entertainment, manufacturer of hit mobile game Best Fiends.

Peter Høyer ph@offthepitch.com

The Canaries have signed their first-ever sleeve deal, with Seriously Digital Entertainment. The two parties were partners before, during the 2015/16 Premier League season, which marked the first time a mobile game company sponsored a Premier League football club.

The sleeve badge is the first one we’ve ever had and, with Best Fiends, it’s also the first character ever to feature permanently on a Premier League shirt, which is incredibly exciting

And now the pair are teaming up again in a sleeve deal arrangement. Seriously Digital Entertainment is behind the hit mobile game Best Fiends. Norwich City have not announced the extent of the partnership. 

“We’re so pleased to have our friends from Seriously Digital Entertainment back on board with Norwich City for our return to the Premier League,” said Ben Kensell, the club’s Chief Operating Officer, in a statement, and added:

“The sleeve badge is the first one we’ve ever had and, with Best Fiends, it’s also the first character ever to feature permanently on a Premier League shirt, which is incredibly exciting.”

Norwich recently signed Asian betting company Dafabet in a record deal and it seems the club – in addition to the substantial increase in broadcasting revenue next season -- can look forward to more commercial income.

In 2013, Norwich’s commercial income was £12.4 million but this fell by seven per cent to £11.5 million in 2018. Commercial income represents slightly more than one-sixth of the club’s £61.6 million total income in 2018.

View all financial data for Norwich City in the Off The Pitch Database, where you can find data on all clubs in the Premier League and the Championship.