City chief ‘disappointed’ to part ways with Aviva but thankful for partnership of 12 years

Norwich City's majority shareholder Delia Smith, pictured in 2012 announcing a new sponsorship deal

Norwich City's majority shareholder Delia Smith, pictured in 2012 announcing a new sponsorship deal with Avivia alongside players, from left, Anthony Pilkington, Steve Morison, Grant Holt and Elliott Bennett Photo: Steve Adams/Archant

Norwich City has announced its commercial relationship with Aviva is coming to an end after 12 years, with chief operating officer Ben Kensell admitting he is “disappointed” to be parting ways with the insurance giant.

Russell Martin sporting the Aviva logo during Norwich City's famous 5-1 derby win at Ipswich during

Russell Martin sporting the Aviva logo during Norwich City's famous 5-1 derby win at Ipswich during the 2010-11 Championship season Picture: James Bass/Archant - Credit: Eastern Daily Press © 2011

Aviva, formerly Norwich Union, still has its general insurance head office based in Surrey Street in Norwich, where around 5,000 of its total workforce of around 30,000 is still based.

The company began its partnership with the Canaries in 2008 as the club’s front of shirt sponsor, a deal which continued for nine seasons through until 2017, a period which featured four campaigns in the Premier League.

It’s understood that the timing of the announcement is not related to the Covid-19 pandemic, with discussions having already taken place prior to the coronavirus outbreak and the societal lockdown coming into place in late March.

Currently Aviva is described as a ‘primary partner’ alongside 15 other business, with other local firms including Regency Security Group, Woodforde’s Brewery, Green Farm Coffee and Alan Boswell Group.


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But it has been announced this morning that the long-standing commercial partnership will come to an end this summer.

Mr Kensell, City’s chief operating officer, told his club’s website: “After a lengthy and successful partnership with Aviva, we’re of course disappointed that this relationship will now come to an end.

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“To have such a long-standing relationship with a leading business in the local area is a real rarity in the current climate. That partnership is testament to a lot of great work over the 12-year period.

“All at the club would like thank Aviva for their work and support over the years.”

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