Norwich City announce partnership with Chennaiyin FC

The two sides have signed a memorandum of understanding for the next three years, with the partnership aimed at 'fostering mutual growth, innovation, and collaboration in football'. 

🤝 @ChennaiyinFC

The news was unveiled this morning at a press conference in Chennai 🎙

— Norwich City FC (@NorwichCityFC) April 3, 2024

Chennaiyin have also spoken of their hopes for friendly matches between the sides and training camps designed to increase exposure in both regions. 

Both parties are hoping to exchange knowledge, technical expertise and commercial opportunities as the relationship grows over the coming years. 

In a joint statement, both clubs expressed that they 'are eager to facilitate cultural exchange programs and collaborate on joint marketing initiatives to engage diverse audiences and promote the vision of both clubs.'

It marks City's first steps into Asian football and India specifically. Commercial director Sam Jeffrey explained the rationale behind striking the agreement at a press conference in Chennai on Wednesday. 

“This is an extremely exciting moment for Norwich City as we enter into our partnership with Chennaiyin FC, and with it the Indian football market," he's quoted by club channels.

“India has the fastest growing sports economy in the world, and football is the fastest growing participation sport here too. We believe there’s significant commercial opportunity in this fantastic part of the world, and we’re really excited to build a mutually beneficial and culturally authentic collaboration with our friends at Chennaiyin FC.”

Chennaiyin are currently managed by former Burnley, Bolton, and Wigan boss Owen Coyle and play at the Jawaharlal Nehru Stadium, which can hold up to 40,000 supporters. 

Chennaiyin are managed by ex-Bolton boss Owen Coyle and play in the Indian Super League. (Image: PA Images)

They currently sit ninth in the ISL and recently beat Mohun Bagan 3-2 on Sunday to keep their top six prospects alive. 

Vice president Ekansh Gupta was present at the press conference and explained what the Indian side are hoping to gain from the partnership with the Canaries. 

"We are delighted to unveil our collaboration with Norwich City," Gupta said. "Let me be clear: this is far from a mere marketing ploy.

"We anticipate significant advancements for our developmental teams through this partnership. I am confident that we can assist Norwich in achieving their aim of establishing a presence within the Indian sports ecosystem."