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Club News

A closer look at Joma and its family ethos

2 July 2021

Following the announcement of Norwich City’s partnership with kit manufacturer Joma, we take a closer look at one of the most recognisable sporting brands worldwide.

Joma was announced as our new kit supllier in a video on Thursday, which included Jake Humphrey, Jeremy Goss and players Tim Krul, Teemu Pukki, Onel Hernandez and Kieran Dowell. 

Founded in 1965, in Toledo, Spain, Joma is a very family-orientated business with lots of the founder's (Fructuoso Lopez) children working for the company and even the name Joma coming from the family, formed by the first syllables of their firstborn, José Manuel. The company now has a commercial presence in 120 countries and produces kits for Europa League champions Villarreal, Mexican champions Cruz Azul and Italian sides Torino and Atalanta.

Speaking about the partnership, marketing director Marina Lopez said the family ethos of Joma matches the values of Norwich City.

“It is so important for us to be a part of Norwich City Football Club, because it is a very important team with a history and values that we share.

“Joma’s president, my father, has dedicated a lot of effort and sacrifice to make Joma the brand that it is today. We have more than 500 professional teams in the best leagues. We are in the top ten brands in the world in the sport sector, which I think is the most competitive market.”

Joma, as well as manufacturing kits for football teams across the globe, also produces sportswear for athletics, handball, basketball and rugby teams. 

“Quality design and price our are most important marketing tools,” added Marina. “Everyone who has contact with our products are satisfied. Joma continues its growth in the world with a presence in almost all sports, with seven committees and 18 federations in the next Olympic games.

“Joma has a great identity, with people dedicated to the brand who believe and trust in it. We are convinced that Norwich City Football Club and Joma, together, will make history and it will be a successful time for both.”


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