English Premier League football team Norwich City has agreed a partnership with mobile gaming company Seriously.
The deal, terms for which were not disclosed, is a first in the sector for Norwich, with the club also claiming that it represents one of the first such partnerships in the Premier League.
Seriously will launch the Coding for Kids initiative in association with Norwich, aimed towards educating youngsters in the fields of digital and mobile technology and gaming development.
Later this year, Seriously is poised to launch the second game in the trilogy that began with its flagship Best Fiends game.
David McNally, chief executive at Norwich City, said: “This is a ground-breaking partnership, a first for us and indeed one of the first of its kind in the Premier League between a club and a leading mobile gaming provider.
“This substantial partnership with the club will help them to champion their great products to the Premier League and Norwich City's massive global audience. Meanwhile I hope as many City fans as possible will enjoy playing Best Fiends and come along to be part of the 'Coding For Kids' event, which promises to be great fun.”
Earlier this week, Norwich secured a wide-ranging commercial agreement with betting operator Coral ahead of its return to action in English football’s top flight.