Premier League football club Norwich City’s long-term association with insurance company Aviva will conclude at the end of the 2019-20 season.
The pair’s initial deal began in 2008, with the brand holding the role of the club’s front-of-shirt sponsor until the summer of 2017.
Since then it has remained a sponsor of the club, with the latest deal, a one-year renewal signed in 2019 worth around £209,000 (€238,000, $257,000) as detailed by SportBusiness Soccer.
The Norwich Evening News reports that the decision to end the association upon the expiry of the current deal is not related to the Covid-19 outbreak, with discussions taking place before the crisis.
Norwich City’s chief executive, Ben Kinsell, said: ”After a lengthy and successful partnership with Aviva, we’re of course disappointed that this relationship will now come to an end.
“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.”
The club’s current front-of-shirt sponsor is gambling firm Dafabet, which signed a three-season deal in July 2019.
Norwich’s full sponsorship portfolio can be viewed via the SportBusiness Soccer platform, which includes the values and duration of all sponsorship contracts held by clubs across the English Premier League, Spain’s La Liga, the Italian Serie A and the German Bundesliga.