Norwich City signs up JD as new sleeve shirt sponsor

Norwich City has added sports fashion retail company JD to the Premier League club’s commercial portfolio, completing its shirt sponsorship line-up.

As a result, the company logo will feature on the sleeve of the Canaries first-team on its home, away and third kits for the new season, as well as adult and junior replica kits.

In addition, the firm will support partnership with a wide range of activations and opportunities, locally and through its growing international base, whilst also stocking the new kits in selected stores and online at

Head of Commercial Development, Ben Tunnell, remarked: “We are delighted to welcome JD Sports as our new sleeve sponsor and Principal Partner. JD is one of the country’s leading high street brands, whose exciting marketing aspirations help symbolise our own ambition for the upcoming 2021-22 Premier League season.

“Our first-team’s shirt will be supported by three tremendous partners in Lotus, Joma and JD and is testament to the work of many at Carrow Road who have worked to ensure Norwich are seen as an exciting commercial opportunity for brands.”

JD will join replacement front-of-shirt partner Lotus Cars, which assumed the contract from BK8 Sports after the controversial deal was terminated, and record technical kit partner Joma as new principal partners for the club.

“It’s fantastic to see Norwich City back in the Premier League and we are excited for JD to partner with them ahead of the new season,” said JD Group Executive Chairman, Peter Cowgill.

“With our store footprint in the East Anglia area, alongside the club’s growing international popularity, we are looking forward to bringing this partnership to life and JD being part of the journey ahead.”

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