Flying Canaries Secure Record Deal
Norwich City, who have confounded the cynics with an impressive first season back in the Premier League, have secured the longest main sponsorship deal in their history, signing a new four-year contract with Aviva.
The extended contract is for four years starting from July 2012 – taking the total length of time with Aviva as main club sponsor up to eight seasons. As main club sponsor the insurer will continue to feature on the team’s shirts and sponsor the Community Stand at Carrow Road.
The club has also unveiled a new global communications platform, with the launch of ‘Global Canaries’, a new e-newsletter with exclusive content for the club’s followers at home and abroad.
The Norwich City and Aviva brands have been beamed to millions across the world since the team were promoted to the Barclays Premier League. In the last five seasons there has been a 171% increase in global TV coverage of the Premier League and each match has gone out to 650 million homes.
Anne Filatotchev, marketing director at Aviva, said the deal championed a shared local heritage between the two brands, but also their global reach: ‘We are a business that trades in a global market and to have a partnership with a Premier League football club, where our brand is seen in millions of homes across the world every week, is a great asset to have. We are proud to be continuing this strong relationship for a further four years.
‘But this new contract is also about Aviva’s heritage and support for local UK communities – Norwich is the headquarters of our General Insurance business and we have around 6,000 staff working in the city, many of whom are Norwich City fans. As part of our sponsorship we have a programme of sport-related activities locally that will also benefit the community here.’
Norwich City chief executive, David McNally, said: ‘We’re delighted to have agreed a new four-year deal with Aviva. This latest commitment to the club makes them the longest main club sponsor in our history, which is fantastic backing. Securing a partnership with a major global brand such as Aviva fits perfectly with our own objective of continuing to develop our interaction with overseas fans and businesses.’
