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Club announces first-ever Premier League Sleeve Partner, Best Fiends

3 July 2019

Norwich City are delighted to announce the confirmation of the Club’s first-ever Premier League Sleeve Partner, Seriously Digital Entertainment, creator of the award-winning worldwide hit mobile game, Best Fiends.

This expanded deal with Seriously Digital Entertainment builds on the successful, groundbreaking partnership between the two parties from the 2015-16 Premier League season, which marked the first time a mobile game company sponsored a Premier League football club.

Ben Kensell, Chief Operating Officer at Norwich City, commented: “We’re so pleased to have our friends from Seriously Digital Entertainment back on board with Norwich City for our return to the Premier League.

“The sleeve badge is the first one we’ve ever had and, with Best Fiends, it’s also the first character ever to feature permanently on a Premier League shirt, which is incredibly exciting.”

Philip Hickey, EVP Marketing, Seriously Digital Entertainment, commented: “Norwich City has a dedicated fanbase, just like Best Fiends, as well as a strong commitment to family-friendly fun.

“We can’t wait to kick off our partnership with Norwich City and for the Best Fiends brand to be part of the Canaries. On The Ball, City!”

Norwich City fans will now be able to join millions of Best Fiends players worldwide, and City supporters can look forward to some fun initiatives planned for the season, including a first of its kind charitable campaign – more details to be announced soon!

The Best Fiends sleeve badge will feature on all Norwich City home, away and third shirts, including adult and junior replica kits.

Norwich City’s new home kit, featuring the logo, will be revealed at 9am on Saturday, July 6.


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