Npower to back Norwich City FC

Npower Canary Energy branding, alluding to Norwich City FC's 'Canaries' nickname, will appear on perimeter boards, match programmes and billboards around Norwich.

The company joins sponsors including Flybe - the main shirt sponsor - and Lotus. Norwich City FC is likely to receive a five-figure sum for each of the three years the deal will run.

E.ON renewed its sponsorship of Ipswich Town FC in April; its deal runs through to 2008.

An Npower spokeswoman said competing with E.On was not the only motivation for its sponsorship; it recently acquired a power station in neighbouring Great Yarmouth and wanted to integrate with the community.

Npower also has a four-year supply contract with Wembley's £450m stadium.

This article was first published on Marketing