Norwich City has extended its partnership with Lotus despite the car manufacturer no longer being the club’s shirt sponsor.

Lotus was the Canaries' front-of-shirt sponsor for three seasons from 2021, but its principal partnership with the club came to an end last month when it was replaced by Norfolk-based fashion brand Blakely Clothing.

However, Lotus will remain a primary partner of the club for the next two years, which will facilitate staff and community engagement for the Hethel-based firm alongside various promotional opportunities.

Norwich City's former sporting director Stuart Webber, owners Delia Smith and Michael Wynn Jones, and Lotus' managing director Matt Windle, pictured in 2021Norwich City's former sporting director Stuart Webber, owners Delia Smith and Michael Wynn Jones, and Lotus' managing director Matt Windle, pictured in 2021 (Image: Danielle Booden)

The club’s principal partners are Blakely, Spanish kit manufacturer Joma, Aylsham-based virtual security company Secura.id, and Gran Canaria.

Lotus is now amongst a number of primary partners, many of which are based in Norfolk. 

READ MORE: Meet the CEO behind the Norfolk fashion brand sponsoring City's new shirt

Matt Windle, Lotus' managing director and group vice president, said: “It is extremely important to us to continue our relationship with the Canaries and to build on what we have achieved over recent years.

"Lotus and Norwich City are two iconic Norfolk brands, with shared values and community ethos.

"Whilst Lotus is expanding globally it is essential that we maintain strong links in our home county of Norfolk.”

Matt Windle, Lotus' managing director and group vice presidentMatt Windle, Lotus' managing director and group vice president (Image: Denise Bradley)

Lotus have a long-standing relationship with the club, previously sponsoring the away kit between 2003 and 2006.

It stepped in at short notice in 2021 after the club ripped up a lucrative but controversial deal with Asian betting firm BK8 following backlash over the online casino's sexualised marketing. 

Jonathan Casbon, Norwich City's head of partnerships, added: “I’m delighted to announce that Lotus will remain a partner of the club for a further two seasons.

"Matt and his team underline the importance of our close relationship, one that is valued highly by the club and our fans, and we’re excited to work together on initiatives that will boost engagement across our community.”