Aviva has donated its shirt sponsorship space on Norwich City’s kit to the British Red Cross.
As part of its charitable efforts, the insurance company has handed over the front shirt logo space to the British Red Cross for Norwich City’s penultimate game against Manchester United on 7 May.
The charity will use the one off sponsorship to promote its #ERapp app which provides real time alerts for severe weather and provides emergency advice.
In a further show of support for the charity, Aviva will also donate up to £10,000 to the Red Cross based on the number of downloads the app receives over the 48-hour period of the weekend.
Over its eight years as the Norwich City's main sponsor, Aviva has donated the front-of-shirt spot to a charity or cause for one game each season. It is now due to step down as the club’s main sponsor at the end of the current season when it will move over to become the club’s new official community partner.
The move mirrors similar efforts from clubs to promote charitable efforts. Towards the end of last year Emirates relinquished its PSG shirt sponsor space for two games so the club could show a message of support to the Paris victims with a message reading ‘Je suis Paris’. Magners has also given up its Celtic shirt sponsorship on occasion to allow the club’s own charity, The Celtic FC Foundation, to promote itself.