Norwich City has announced a three-way alliance with in-game advertising platform Bidstack and sports education organisation BADU Sports ahead of its EFL Championship campaign.

As part of the deal, BADU’s logo will be featured on the side’s home and third kits, whilst Bidstack’s logo will feature on its away kit. The partnership will focus on ‘creating life-changing opportunities for young people from underrepresented backgrounds’ around the UK.

Nana Badu, BADU Sports founder and CEO stated, “We are absolutely overjoyed to be working with Bidstack and Norwich City football club. It will mean great things for BADU Sports and the community. We have always strived for the very best access and knowledge to develop and empower and this alliance will help realise this for our young people and their families whom we serve. 

“This sends such a strong message about our joint partnership and commitment to bridging the gap of inequality of access and knowledge. The world has experienced challenging times and I am proud that together we have created a roadmap for change.”

The alliance will see Bidstack supporting BADU Sports students with the opportunity to attend, learn and train various Norwich City corporate and performance activities. This will include attending the club’s Finnish football camp, coaching and sports performance session at The Nest, and viewing seminars in marketing, business management and careers in football.

Bidstack has previously partnered with BADU in the past with the in-game advertising platform previously creating activations in the popular simulation game Football Manager. The firm has now opted to take its relationship further with its new partnership with Norwich to increase BAKU’s awareness.

Ben Tunnell, Norwich City Football Club’s Head of Commercial stated: “We are absolutely delighted to welcome Bidstack back to the Club’s partnership portfolio and first-team shirt. It has been to the joy of everyone at Carrow Road seeing the growth of Bidstack since our first partnership in 2016, knowing how important our partnership was for Bidstack in becoming the world’s leading in-game advertising agency.’

“Bidstack gifting the bulk of the partnership rights to BADU Sports, and presenting Norwich City the opportunity to be a part of their story is remarkable. We cannot wait to get started with Nana Badu and his team and look forward to creating some unforgettable experiences and memories.”

BADU Sports’ work is focused on building a mentoring and support network through education and community development programmes using sports as their main vehicle for engagement. The sports education group has previously partnered with the FA, Sky, Nike and recently the Mayor of London’s Office, to deliver workshops aimed at equipping children and young adults with knowledge and skills.

James Draper, Bidstack founder and CEO commented: “We work tirelessly to ensure that our companies’ existence benefits those who we come into contact with, and this activation sits well with our values – and enables us to say ‘thank you’ to the two communities and the one club – who transformed our company. Thank you to our friends at Norwich City – and to Nana and his team, I’m hoping this will be a transformational partnership for many young lives.”