On 7 June 2021, Norwich City announced that they had terminated the shirt sponsorship with existing sponsor Dafabet and signed a new club record deal with betting firm BK8 Sports.

[3] Within hours of the announcement pressure from fans forced BK8 Sports to remove adult content from their social media accounts.

[5][6] On 25 June the club announced Lotus Cars as their front of shirt sponsor for the 2021–22 Premier League season.

[7] JD Sports followed as shirt sleeve sponsor on 9 July.

[8] Norwich City confirmed friendlies against King's Lynn Town,[80] Lincoln City,[80] Huddersfield Town,[80][81] Coventry City[82] Sheffield United,[83] Gillingham[84] and Newcastle United[85] as part of the club's pre-season preparations.