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Premier League football club Norwich City has renewed its partnership with Bidstack, which will see the technology brand become the club’s first-ever official esports partner.

Bidstack is a leading advertising and content management platform for sports simulation video games – pioneering new frontiers for natural brand integration into virtual environments with authentic ties to the real world of sport.

Bidstack’s sophisticated tech natively renders dynamic content into areas of the player experience where sports fans expect to engage with relevant club marketing and advertising from proud sponsors.

Norwich City will utilise Bidstack’s technology in this season’s NCFC owned and operated esports content to further modernise the identity of the club and connect with every generation of fans.

Last season, Bidstack donated their back of shirt sponsorship on the club’s home and third kits to sports education community group Badu Sports. Badu will continue to benefit from the relationship between the club and Bidstack, with work experience placements and esports qualifications on offer for their students.

The partnership between the club, Bidstack and Badu Sports was nominated for the “Best Corporate Social Responsibility Scheme” at the 2021 Football Business Awards and the club is looking forward to building another successful partnership together.

Sam Jeffery, interim commercial director at Norwich City, said: “We’re incredibly proud to take the club’s first major step into esports and gaming with Bidstack as our lead partner.

“As an innovative brand in gaming with longstanding equity in the club, Bidstack unlocks a unique opportunity to launch this exciting new branch of the club with bespoke content strategies designed to modernise communication with fans.”

James Draper, CEO of Bidstack, said: “As a passionate football fan and avid gamer, I echo the feeling of pride in continuing our relationship with Norwich City as the club’s first-ever esports partner.

“This landmark announcement of a Premier League club investing in esports showcases that the lines between the real and virtual worlds of sport will continue to blur. This partnership leveraging Bidstack technology will help facilitate that cross-world convergence in support of engaging young fans through familiar traditional stadium and broadcast experiences now mirrored in gaming and esports environments for the club.”

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