The partnership will see the brewer’s logo, which features Norfolk-born Lord Nelson, adorning the Barclay Stand at the English Football League club’s Carrow Road stadium.
From July 30, the Barclay stand will be referred to as the Barclay Stand, sponsored by Woodforde’s. The brewery’s distinctive branding on the stand will reflect Norwich City’s bright yellow and green strip, which earned them the nickname the Canaries.
Founded in 1981, Woodforde’s is just eight miles from the stadium, and as well as its logo inside and outside the stand, the brewer will see its Wherry Amber Ale and Norada Pale Ale available to home and away supporters throughout all the ground’s hospitality lounges and concourse kiosks.
Woodforde’s also plans to maximise the partnership through joint promotional activity with the club, targeting its pub trade customers and consumers across Norfolk.
Woodforde’s chief executive, James Hughes, said: “As Norfolk’s largest brewer, we’re delighted and proud to have forged this exciting new commercial partnership with Norwich City FC, which will enable us to build our profile further by sponsoring the Barclay Stand.
“We know from our own research that Norwich supporters are among the most passionate in the English Football League, so it’s great to be able to play our part by giving something back to the fans who create such a brilliant atmosphere at Carrow Road.”
Named after a former club vice-president, Captain Evelyn Barclay, the original stand was built in 1937, and later demolished to make way for the current two-tier structure.
The Canaries play their first home game of the 2018/19 EFL campaign at the 27,244-capacity Carrow Road on Saturday, August 11, against newly-relegated West Bromwich Albion.