Norwich City FC Sponsorship sportsbiz

Norwich City Names JD As Shirt Sleeve Partner

By Taruka Srivastav | July 9, 2021

Norwich City has signed JD as its official shirt sleeve partner for the 2021-22 Premier League season.

The JD 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.

City’s new home jersey will be available to purchase from Saturday, July 10 from 9am.

From their first store opening in 1981, JD, has long been recognised as an industry leading UK specialist multichannel retailer of fashionable branded sports and casual wear.

Working closely with the club, JD will be supporting their partnership with a wide range of activations and opportunities, locally and through its growing international base, whilst also stocking the new kits in selected JD stores and online at

JD will join new front of shirt partner Lotus and technical kit partner Joma as new principal partners for the club.

Head of commercial development, Ben Tunnell, said: “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 Group executive chairman, Peter Cowgill, added: “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.

“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.”

Norwich City FC Sponsorship sportsbiz