Norwich City are pleased to confirm Willy's Pies as our new men's sleeve sponsor for the 2025/26 season.
The partnership was launched with a video titled 'From East London to East Anglia', featuring City legend Grant Holt.
As well as featuring on the sleeve of the men's kits this season, Willy's Pies will be available in all concourse kiosks on matchdays at Carrow Road in three flavours; beef mince and Westcombe cheddar, roast chicken, sage and onion or curried potato, pea and mango chutney.
Will Lewis, founder of Willy's Pies, said: “We’re beyond honoured and excited to be an official principal partner of Norwich City. When Willy’s Pies was started in the height of lockdown in 2020, I was just a furloughed chef filling my newly-found, inexhaustible free time by slinging pies from my home kitchen via Instagram to my mates, delivering all over London by pushbike.
"There was never a plan, it was never that cynical, other than to make great tasting, great quality, honest pies and that shows, and we hope you agree too. Unfortunately, we feel that pies have become the lowest common denominator, a product we’ve become desensitised to and took for granted. This British classic is truly a labour of love and deserves to be treated with respect, and that’s what we here at Willy’s Pies do."
Ed Turnham, Norwich City head of commercial, added: "We’re thrilled to be welcoming Willy’s Pies to the Norwich City family as our new official sleeve partner. Over the past few weeks, we’ve gotten to know Will and Josh really well, and it was clear from our first meeting, that their passion for quality, flavour and storytelling — the ingredients that have made their pies such a hit at Arsenal, Fulham and beyond — align perfectly with the values we hold dear at the club.
"This partnership not only brings something exciting and different to our matchday food offering, but also strengthens our ambition to collaborate with bold, innovative and creative brands. With their pies available across Carrow Road on matchdays, we can’t wait for our supporters to get a taste of what they’ve been cooking up in East London this season."
Willy's Pies were founded during the Covid lockdown by Will Lewis when he was furloughed from his job as a chef and are now going strong for just over five years.
Willy’s Pies prides itself on their hand-pressed proper pies made with care and quality ingredient; free-range chicken out of Yorkshire, high welfare grass-fed British and Irish beef, fresh vegetables and herbs, and award-winning pastry from Dorset.
Among their investors are former Arsenal striker Ian Wright and Crystal Palace co-owner Steve Parish, while they are also sold at the Emirates Stadium.
For more information, visit their website HERE.