Business is booming for Norwich City on back of promotion to Premier League
Business is booming on all fronts at Carrow Road as Norwich City prepare for their return to the richest league in the world.
Promotion to the Premier League has brought unprecedented interest from companies keen to be associated with a club back in the big time.
The Canaries, a guaranteed minimum of �90m better off thanks to the achievements of manager Paul Lambert and his players, have already announced record season ticket sales capped at nearly 22,000 – and the business world is just as eager for a place at the top table.
City’s elevation to the elite for the 2011-12 season will bring them new tie-ups with the Premier League’s official sponsors, Barclays, and major partners such as Nike, Lucozade, EA Sports and Topps football card producers.
They join the list of the club’s existing partners, including main sponsors Aviva, new kit manufacturers Errea, Norwich and Peterborough, Jarrold and Delia’s Canary Catering sponsors Waitrose.
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All 41 executive boxes are sold out for the season – and all advertising space inside the ground is already taken up.
In addition, City announced yesterday that they had teamed up with new legal partners, city centre firm Fosters solicitors.
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Chief executive David McNally said: “We are delighted Fosters will be our legal partner in an exciting new long-term deal. They have been supporters of the club for many years and we’re really looking forward to working with them.”
Will Hoy, City’s head of sales and marketing, said: “The place is really buzzing, as it has been over the past few years. We are very grateful for the loyalty of our sensational fan base and great support from the business community, and we have sold out in a lot of areas.
“The specialness of being in the Premier League is just fantastic and gives an uplift to everything.”
One of the most visible signs of increased commercial activity inside the stadium will be new LED digital advertising, to be installed in camera-facing positions from the goals at each end of the ground to the corners and all along the front of the City Stand.
The boards will be used by both the Premier League’s key partners and the club’s own business partners.
With season tickets sold out and the Canaries obliged to offer 10 per cent of capacity to visiting fans, every spare seat is likely to be snapped up. Casual tickets, perhaps as few as 1,200 to 1,500 per home match, will go on sale to super members, though City are planning to add a limited number of extra seats to the ground for 2011-12.
Limited hospitality spaces are still available on match days, with meal and seat packages set to go on general sale.
Hoy said pre-orders for the new Errea home kit were “going through the roof”. The kit goes on general sale tomorrow, with City aiming to sell tens of thousands of their Italian-designed shirts.
“The kit video has already had 200,000 hits on YouTube and we are planning an away kit launch, to be announced soon,” he said.
Waitrose will continue to sponsor Delia’s Canary Catering with special events planned such as a Rick Stein celebrity night on July 21, while Christmas party night details will be released soon.
City will also need to cater for extra media interest. The Premier League has 80 broadcasting partners with games going into 600 million homes in 200 territories, so extra gantry space, camera positions and seating will be made available.
Anglian Home Improvements will continue to back the man of the match award, and a new 100-page match programme will be produced for the new season.