WILLY'S PIES JOINS NORWICH CITY AS SLEEVE SPONSOR
- Charlie Weir
- Aug 7
- 3 min read
WeAreNinety Brokers Proper Sleeve Sponsorship Between Willy’s Pies and Norwich City FC
WeAreNinety is proud to announce the latest partnership we’ve brought to life: Willy’s Pies has joined Norwich City FC as the official men’s sleeve sponsor for the 2025/26 season.
The collaboration, launched with the punchy and playful campaign "From East London to East Anglia", features Canaries legend Grant Holt and celebrates a shared love of craft, character, and community. For WeAreNinety, this marks another powerful example of connecting like-minded brands and clubs to create partnerships that resonate far beyond the pitch.
A Proper Partnership, Baked to Perfection
Born in the heart of lockdown by furloughed chef Will Lewis, Willy’s Pies began as a grassroots Instagram project and has grown into a nationally celebrated brand, backed by football icon Ian Wright and served at major venues including the Emirates Stadium.
Now, with the support of WeAreNinety, Willy’s Pies steps into its biggest arena yet: Carrow Road.
The sleeve sponsorship is just the beginning. On matchdays throughout the 2025/26 season, fans will also be able to grab one of three Willy’s Pies flavours at concourse kiosks:
Beef Mince & Westcombe Cheddar
Roast Chicken, Sage & Onion
Curried Potato, Pea & Mango Chutney
It’s not just premium placement -it’s a full-flavour matchday experience.
A Word from the Partners
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 take 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."
The WeAreNinety Approach
At WeAreNinety, we believe the best partnerships don’t just tick boxes - they tell stories. This collaboration between Norwich City FC and Willy’s Pies reflects our mission to match authentic, culturally resonant brands with the right clubs and communities.
From initial conversations to brokering the partnership & campaign execution, our team worked closely with both parties to ensure a deal that delivers commercially, emotionally, and creatively.
We’re thrilled to see this one rise.
Want to Partner with Purpose?
Whether you're a brand ready to step into the football world, or a rights holder looking for your next standout collaboration - WeAreNinety connects ambition with opportunity.
For more information, please contact:
Press Contact: Charlie Weir
Email: charlie@weareninety.co.uk
About WeAreNinety: WeAreNinety is a sports marketing collective, specializing in creating impactful marketing strategies that connect brands with passionate audiences. With expertise spanning strategy, activation, athlete marketing, talent marketing and creative, WeAreNinety helps brands across sport, lifestyle, and entertainment achieve their business goals through innovative storytelling and consumer engagement.
Comments