As part of the agreement, the iconic Lotus logo will feature across City’s first team, academy and women’s kit and training wear.

The partnership sees a return of the Lotus logo to the front of the Norwich City first team shirt, with the brand having previously featured on the club’s away jersey between 2003 and 2006.

It also sees the partnership between the club and Lotus taken to the next level, after the Norfolk-based company’s successful sponsorship of the club’s training centre and academy over recent seasons.

The partnership was launched alongside a WhatsApp-style video involving the likes of Delia Smith, Jake Humphrey, Ed Balls, Darren Huckerby, Dion Dublin and Wes Hoolahan discussing the new partnership.

It is a pivotal year for both parties, as City return to the Premier League and Lotus continues its transformation with the imminent launch of a new sports car next month – named Emira.

The club also recently finalised details of an additional agreement with Lotus, with catering at the sports car maker’s famous Hethel HQ now provided exclusively by Delia’s Canary Catering.

Chief operating officer Ben Kensell said: “We’re delighted and excited to be able to confirm Lotus as our new front of shirt sponsors.

“Through the club’s many dealings with the Lotus team, led by group CEO, Mr Feng Qingfeng and managing director, Matt Windle, our relationship has grown from strength to strength.

“Since 2019 Lotus has proudly sponsored our training centre, and we’ve worked together on some great initiatives for our junior supporters, with the logo featuring on junior kits for the last few seasons.

“We are now delighted to be taking our partnership to the next level and we’re all excited to see the Lotus logo return to our first team match kits.

“Such is Lotus’ commitment to the football club, the company has committed that every employee across the world receives their very own replica Norwich City shirt.

“Norwich City and Lotus are two iconic Norfolk brands, who are very much aligned in their wider visions and values. This is the perfect next step in our relationship.”

Simon Clare, executive director of global marketing for Lotus Cars, said: “This is a really exciting next step in our relationship with the club.

“The partnership has blossomed over the past couple of years and we share so many values as organisations. We’re investing heavily in the business globally, and particularly in our home county of Norfolk.

“Seeing our brand on the famous yellow and green shirts for the return to the Premier League is a symbol of both Lotus Cars and Norwich City’s global ambitions and return to the top-flight.”

Club announces Lotus Cars as new front of shirt sponsor for 2021-22

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