Norwich City scores record sponsorship deal with Dafabet

Online gambling operator Dafabet has entered into a three year sponsorship deal with English Premier League football club Norwich City.

Financial terms of the agreement were not disclosed, but it has been confirmed that the deal will run for three seasons, from the 2019-20 campaign to 2021-22.

Dafabet will serve as Norwich’s principal club partner and benefit from its branding being featured on the club’s playing shirts. Branding will not appear on the front of the youth team’s jerseys nor on youth replica shirts.

The operator will also receive exposure on various surfaces inside the team’s Carrow Road home stadium.

Dafabet replaces LeoVegas as Norwich’s main club partner. LeoVegas served in the role for the 2017-18 and 2018-19 seasons, the latter in which Norwich won promotion back to the top-tier Premier League.

“From our initial meetings with the club the ambition they show is clear to see,” Dafabet’s head of sponsorship, John Cruces, said. “They have a unique and fresh approach which is evident both on and off the pitch.”

Ben Kensell, chief operating officer at Norwich City, added: “Not only is it the most lucrative partnership the club has ever had by some way, this partnership alongside our commercial operation allows us to be materially more competitive as a self financed club.

“Securing shirt sponsorships at this level is of vital importance and with Dafabet’s history and longevity in sports sponsorship, we have an excellent partner to join us on our journey.”

Norwich joins a number of Premier League teams that have agreed sponsorship deals with gambling operators in recent weeks.

Wolverhampton Wanderers has linked up with ManBetX, while Watford has struck up a partnership with Sportsbet.io, Burnley has signed with LoveBet and Aston Villa has brokered deals with both BR88 and W88.

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