For The First Time, A Premier League Sponsor Will Donate Its Shirt Deal To Charity
Premier League club, Norwich City, will get a new look for its November 19th clash with the Arsenal. Aviva, which paid millions to become the kit sponsor in 2008, will donate its shirt to Railway Children, an international charity that exists to help children and young people living alone and at risk on the streets. Friday's game will reportedly be the first time a commercial sponsor has gifted its shirt logo to a charity for a one-off Barclays Premier League match.
“Aviva works with Railway Children to raise awareness about the issue of young runaways," Anne Filatotchev, marketing director, Aviva UK said. "With the high profile nature of our Norwich City sponsorship and of Barclays Premier League football in general, we have the perfect opportunity to raise awareness nationally of the important work this charity does.”
While Aviva has donated its shirt for one game each season since the sponsorship began, for the first year since the deal started Norwich City is playing in the Premier League after a six-year absence.
With a deluge of press, Aviva likely got more publicity by giving its shirt away than it would have in the game -- and a good deed to boot!