Dafabet clinches Norwich City deal in intense market for Premier League shirt rights

Philippine betting brand Dafabet has signed as the new Principal Partner and main shirt sponsor of newly-promoted Premier League club Norwich City.

Dafabet replaces online casino brand LeoVegas, which has held the front-of-shirt rights for the past two seasons.

Along with the shirt and perimeter advertising rights, Dafabet branding will also appear on the City Stand and around the Carrow Road stadium.

The deal is reportedly worth more than double the club’s previous shirt sponsorship record with insurance brand Aviva, during the club’s last stay in the Premier League, from 2011 to 2016.

“It’s game-changing news, it’s record breaking by some way,” chief operating officer Ben Kensell told The Pink Un regional football website.

“It’s an incredible deal and we’re really proud of the fact that we’ve got a shirt sponsor that’s in line with other Premier League deals at other football clubs.

“We’re really punching above our weight commercially now. I’m proud of that and proud of the team that we’ve got internally that’s been working hard to try and grow those revenue streams.

Kensell added: “We were fortunate enough to have two or three options that we could have chosen, all within that [betting] sector, because that sector pays three or four times what a non-betting brand would pay.”

According to one industry expert contacted by SportBusiness Sponsorship, there is now “intense competition” between online betting firms for shirt sponsorship rights to newly-promoted clubs or uncontracted clubs during the off-season.