Norwich City has locked in Willy's Pies as its official pie partner for the next three seasons, keeping the London-based bakery at Carrow Road until 2029. The deal marks a continuation of last year’s sleeve sponsorship, with the club calling the partnership a hit with supporters.
What’s new in the deal?
The agreement means Willy’s pies will stay on matchday menus at Carrow Road, where fans can still tuck into three crowd-pleasers: beef mince and Westcombe cheddar, roast chicken, and sage and onion. A curried potato, pea and mango chutney pie also joins the lineup. Norwich City sits ninth in the Championship on 65 points from last season’s 46-game campaign, with recent form reading LDWWL.
Why this matters for Norwich City
Ed Turnham, the club’s commercial director, called the extension a vote of confidence in Willy’s quality and creativity. “From the outset, what stood out about Willy’s Pies was their commitment to quality, creativity and doing things differently,” he said. The pies have become a staple at some of England’s biggest stadiums since chef Will Lewis launched the business from his home kitchen during lockdown.
Will Lewis, the founder, said the club’s fan culture drew his team in from the start. “When we first started working with Norwich City, it was clear how strong the connection was between Norwich and its fans,” he added. “Being able to now be part of matchdays at such a historic club is something we’re really proud of.”
What comes next for Carrow Road menus?
Norwich City opens its 2026-27 season with Willy’s pies back on sale, giving fans a familiar taste of home straight away. The club sits 30 points behind league leaders Coventry after last season’s 63 goals scored and 56 conceded, a +7 goal difference. Supporters can expect the same pies they’ve grown to love, served up fresh on matchdays across the coming years.
