Norwich City Football Club joint-majority shareholder and TV cook Delia Smith has teamed up with the club’s community partner Aviva to bake a limited-edition ‘Rainbow Laces Cake’, released in support of LGBT+ inclusivity within football.

The cake recipe has been commissioned by Aviva to mark the start of Stonewall’s 2018 Rainbow Laces campaign, which will see the sporting world come out in support of the LGBT+ community across all aspects of the game.


As proud Community Partner of Norwich City Football Club and a founding ‘TeamPride’ member, Aviva is once again joining forces with The Canaries to back the Stonewall charity’s annual campaign, with players, staff, fans and even Board Directors all getting the chance to show support for the LGBT+ community in sport by wearing the special rainbow laces.




Slices of ‘Rainbow Laces Cake’ cake will be handed out to lucky supporters outside the Aviva Community Stand at Carrow Road ahead of the upcoming Norwich City home match vs Rotherham United on Saturday 1st December.


Aviva will also be distributing 5,000 pairs of Rainbow Laces to fans, whilst Norwich City will once again be using rainbow corner flags and offering first-team players the chance to sport the laces on match-day.


Delia Smith CH CBE, Joint-Majority Shareholder of Norwich City FC said: “Aviva and Norwich City Football Club are very proud to be involved with the Rainbow Laces campaign for this year.



Jonny Briggs, Group Head of Talent Acquisition and Inclusion at Aviva, said: “We are delighted to be working with Delia Smith and our partners at Norwich City Football Club to champion the importance of LGBT+ inclusion within football.


“As founder members of Stonewall’s TeamPride coalition, we are committed to once again support the fantastic Rainbow Laces campaign, which extends into the workplace through our Aviva Pride programme. With Delia’s fantastic support on board, it is set to be the tastiest campaign yet!”


Kirsty Clarke, Director of Sport for Stonewall said: “It’s great to see this fantastic show of support from Aviva, one of the founding members of our ‘TeamPride’, as well as Delia Smith and Norwich City Football Club. We are extremely excited by this year’s Rainbow Laces campaign, which will be the biggest collective show of support yet for LGBT people in sport.”


To find out more about Stonewall’s Rainbow Laces campaign please visit:


Image: Chris Ridley/Aviva