Ready for the start of the 2025/2026 season, Norwich City Football Club (NCFC) has made a new signing, and this one has a LOT of experience.

After a nine-year hiatus, the Jarrold Group has signed a new partnership deal with Norwich City Football Club. Ready for the first League game of the season against Millwall, on Saturday 9 August, the Jarrold name will return to the South Stand.

The new partnership involves the Jarrold Group providing NCFC with a package of valuable business support, including retail space for the club shop and fan hub within the flagship Jarrolds store in Norwich City Centre, a programme of specialist business training delivered by Jarrold Training, and logistics and warehousing resources provided by Jarrold Logistics. In return, Jarrold will reclaim its branding position on the exterior of the South Stand and the company name will also be seen by fans on displays in and around the stadium, on sleeves of the women’s training shirts, on matchday programmes and within the business and corporate areas of the stadium.

Nick Steven-Jones is chief executive officer of the Jarrold Group. “This innovative partnership marks the start of an exciting new chapter in the longstanding relationship between the Jarrold Group and Norwich City Football Club,” Mr Steven-Jones explains. “For many Norwich City fans, the South Stand has never stopped being the Jarrold Stand so having our name back on the building feels very right. But whilst we’re delighted to be back, this partnership is very different to past deals with NCFC. The package of support we’ve devised is designed to add genuine value to the business-end of the club, underpinning the fantastic football we’re looking forward to seeing this season and beyond.”

“The Jarrold Group first lent its name to the then new South Stand in 2004 and our relationship with Norwich City Football Club long precedes that,” continues Nick Steven-Jones. “Whilst the Jarrold Group is evolving and moving in new directions, both within and beyond Norwich and Norfolk, our commitment to NCFC has become part of our brand DNA. This new partnership is more than a traditional ‘sponsorship’. It’s a demonstration of how we can collaborate with other Norfolk-based businesses to achieve success for our communities and the region’s economy.”

“Jarrolds and NCFC will be working together on a range of events and initiatives for fans over the next year and we’re looking forward to an exciting season of football,” concludes Nick Steven-Jones.