Norwich rules out future betting partnerships

English Championship side Norwich has revealed it will no longer entertain front-of-shirt sponsorship offers from gambling operators.

The English football pyramid is coming under pressure to ban betting sponsors from the sport and Norwich has decided to ‘self-regulate’ when it comes to new agreements.

Norwich has previously been sponsored by the likes of Leo Vegas and BK8 but turned down gambling industry offers this summer before agreeing a one year deal with Lotus Cars.

Norwich commercial director Sam Jeffery said: “There were some [sponsorship] opportunities specifically in the betting space. These opportunities derived a higher partnership fee as is the case in industries such as betting.

“However, we believe this is the time, as a board and club-wide decision, to almost self-regulate when it comes to betting on the front of our shirts. So, certainly with the club in its current structure, we will never again have a betting brand on the front of our shirts.

“Commercially there was a decision to make. There is higher revenue derived from betting on the front of the shirt. That is in the hundreds of thousands in the Championship – almost certainly in the millions in the Premier League. But it doesn’t outweigh the potential loss in revenue in having a betting sponsor.”

Gambling sponsorship deals in football are expected to be part of a White Paper set to be unveiled by the government. It has been delayed due to Boris Johnson stepping down.

Norwich are currently preparing for the new Championship season following their relegation from the Premier League where they managed just five wins from 38 games.

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Updated: 07/27/2022 — 16:00