Ahead of the start of the new Premier League season this weekend, newly promoted Norwich City FC has unveiled UK bookmaker Coral as the club’s official betting partner and new sponsor of the Barclay Stand at Carrow Road.

With the club celebrating its return to the Premier League, the multi-year partnership will see thousands of Barclay Stand season ticket holders benefit from specific offers, while all fans and members will receive special benefits from Coral.

This will includes sign up incentives and new customer deals, exclusive promotional odds on Norwich FC every matchday, new in-stadia betting points throughout the ground, and sponsored away days to benefit supporters.

Carrow Road was built in 1935, with the Barclay Stand built in 1937 and named after Captain Evelyn Barclay, a former vice-president of the club who donated the cost of roofing the original stand.

The Barclay stand will retain its historic name but will be labelled as the Barclay Stand sponsored by Coral.

It is the first time the Barclay Stand has ever been sponsored, with Coral branding also set to feature on both the front and the back of the stand by the end of August.

Norwich City chief executive David McNally said the club was delighted to be teaming up with Coral on this historic and innovative partnership.

“This is a major partnership for the club as we re-enter the Premier League stage,” he said. “We’re absolutely delighted to welcome Coral on board as our official betting partner and the first-ever sponsors of the Barclay Stand.

“It’s a stand close to the hearts of Norwich fans everywhere, so it was vitally important to us to find a partner who would honour and celebrate the heritage of the Barclay with us in such a positive way, while also offering some exciting benefits for the 6,000-plus loyal members of the Yellow Army who sit there on a match day and of course all our other fans.

“We encourage all those fans that want to place a bet to do so through the Norwich City Coral website as this benefits the club and, like everything we do, helps us to support our manager and the squad.”

Coral brand director Matt Prevost said: “We’re delighted at Coral to be forming this partnership with Norwich City Football Club. It’s fantastic to see the Canaries back in the Premier League with their exciting brand of football and we’re proud to be associated with a club with such rich heritage.

“Throughout the season, Coral will be offering Canaries fans some excellent betting offers both online, on mobile, in-shop and through our in-stadia betting kiosks at Carrow Road. We are especially honoured to be sponsoring the Barclay Stand, as we recognise the special place the stand has in the history of the club and the hearts of Norwich fans.”

The partnership was negotiated by sports marketing agency BD Sport Rights, with the stadium betting service operated by BD Stadia – both part of BD Sport Group.