Norwich City are set to partner with local company Blakely Clothing to succeed Lotus Cars as their front-of-shirt sponsor. 

The Canaries officially ended their agreement with the Hethel-based car manufacturer on Monday after three years, and it's understood that Blakely, a lifestyle fashion brand founded and based in Norfolk, is set to replace them for the 2024/25 campaign. 

That will see Blakely's logo feature on their home, away and third shirts and training wear for the upcoming Championship campaign. Those will still be manufactured by Spanish company Joma. 

Johannes Hoff Thorup's squad will return for pre-season testing later this week, with the squad's training gear set to carry the Blakely logo.

Norwich conducted a rigorous search that has been ongoing for a period of months after an agreement to end the deal with Lotus was struck. 

Blakely was founded in 2012 by Gareth Newman and now occupies a 40,000 sqft warehouse in Melton Constable, Norfolk, and operates mostly online, although have previously had a physical presence in both Norwich city centre and Westfield shopping centre.

The company have experienced growth in recent years and, as of 2022, were targeting a £25million a year turnover. Andy Gale, the company's chief operating officer, spoke about their growth back in April 2022 to the Comet

“Most of that growth has happened in the last four years,” said Gale. “We’ve hit milestones, seen opportunities and made informed decisions quickly, so luckily we haven’t had too many ‘make or break’ moments during this period.

Blakely, a Norfolk clothing company owned by Gareth Newman (pictured), is set to become the front of shirt sponsor at Norwich City.Blakely, a Norfolk clothing company owned by Gareth Newman (pictured), is set to become the front of shirt sponsor at Norwich City. (Image: Sonya Duncan/Newsquest)

“Gareth wants to build a business that is here in 40 years' time. For us, that's so much easier because we know where we're aiming – it's not the end of the world if it doesn't all happen today.”

Norwich are poised to unveil their new home shirt in the coming weeks, ahead of the start of their pre-season schedule, which kicks off at the Lamex Stadium against League One side Stevenage on Tuesday, July 9 at 7pm.