A regional publisher’s television channel is set to broadcast live football matches for the first time.
Archant’s Mustard TV has announced a partnership with Norwich City FC to show two of the club’s pre-season friendlies next week.
The channel, which is based in Norwich, will broadcast full live coverage of City’s games against West Ham United on Tuesday 28 July and Brentford on Saturday 1 August as well as half-time analysis and post-match round-ups.
The deal comes as the newly promoted club prepares to embark on its Premier League campaign.
The show, On The Ball City Live, is named for a chant sung by the club’s supporters which is reputed to be the oldest football song in the world.
It is currently being trailed three times a night on Mustard TV, and both broadcasts will be sponsored by the Pleasurewood Hills theme park, in Suffolk.
Craig Nayman, Archant’s chief commercial officer, said: “We are excited to be partnering with Norwich City FC on this unique opportunity, we have an excellent relationship with the club and this initiative builds on those close ties.”
Romily Broad, head of content at Norwich City FC, added: “This is an exciting partnership with Mustard TV and will provide those fans who are unable to join us at Carrow Road for the games the opportunity to watch Alex Neil’s side in action, as we approach the start of our Barclays Premier League campaign on 8 August.”