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September 24, 2021
The partnership will see Norwich City launch an esports team for the first time in an effort to further modernise the identity of the club and connect with every generation of fan. Bidstack will look to utilise the team’s platform by rolling out innovative new advertising formats designed to protect and enhance the gaming and streaming experience.
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 fan.
Last season, Bidstack donated their back of shirt sponsorship on Norwich City’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 Bidstack are looking forward to building another successful partnership together.
Norwich City FC’s esports team will be known as ‘1J Esports’ (a nod to the club’s postcode NR1 1JE) and will initially compete in FIFA tournaments. FIFA is a natural first step for the club into the world of esports and their first signing will be pro player Kylem ‘Lyrics’ Edwards who will begin streaming and producing content for the club from late September. 1JEsports will wear a unique esports kit sponsored by Bidstack and Badu Sports on stream and at live events throughout the FIFA22 season.
Of the new partnership, interim commercial director Sam Jeffery 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, Bidstack’s CEO, added “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.”