Jonathan Rowe joined Norwich City's Under-18s for the 2019/20 season. He is a forward. As a child he played for AFC Wembley and was mascot for England's friendly with Brazil aged nine. He joined Norwich in 2014 but spent three hours a day commuting from London to East Anglia in between caring for his ill mother and helping raise his sister. He was still only 11 at this point.

Rowe signed his first professional contract with Norwich on 13th January 2021 keeping him at Norwich until 2023. The attacker, who has operated as both a centre forward and a winger, has scored three goals in nine matches for the Canaries Under-18s side so far this season. The 17-year-old has also featured on four occasions for David Wright's U23s. Rowe has also played in City's EFL Trophy's ties against Newport County and MK Dons this season, coming off the bench in both fixtures. 

Rowe said “The feeling is great, honestly. No words can really describe how glad I am to be signing a professional contract at this age. I’m grateful to all my family, the coaches, the staff, all the people in my life that have helped me on my journey. I’ve been here for about seven years, so it’s been quite a while. This is the first club I came to, all I wanted to do as a young kid was play football, so as soon as I got the opportunity at Norwich, I was more than willing to take it. I’ve come from grassroots football and playing in my area in Wembley, London and ended up here, so I can’t really complain!”

He was included on the bench for City's Premier League clash with Aston Villa on 14th December 2021 following a Covid outbreak in the first team squad. He made his Norwich debut on 28th December 2021 coming on as a 68th minute substitute in the 3-0 away defeat to Crystal Palace in the Premier League. He finished the season with 15 appearances, all as substitute.

Injury restricted him to three substitute appearances in 2022/23.

Rowe made his first Norwich start on 5th August 2023 in the opening day clash with Hull. He scored the Canaries' equaliser in what would finish as a 2-1 home win for Norwich. His scoring vein of form continued with goals in his next four appearances against Southampton, QPR (the only goal in the Carabao Cup tie), Millwall and Huddersfield. This fine form was rewarded with a call-up to the England Under-20 squad in September 2023 as well as being named the Anglian Home Improvements Player of the Month for August. He was then awarded the EFL Young Player of the Month for August 2023.

On 6th October 2023 he was called up to the England Under-21 squad for games against Serbia and Ukraine. He made his debut against Serbia, scoring in the 9-1 win after coming on in the 68th minute.

On 12th November 2023 he was linked with moves to Wolves, Aston Villa and Crystal Palace, according to TeamTalk. This speculation circled again following Rowe's two goals at Ipswich on 16th December 2023, taking him to 11 goals for the season. Aston Villa and Wolves were again linked, with Wolves reportedly having made a £15million bid for Rowe in the summer of 2023. Rowe though stated he was committed to Norwich and seeking to return to the Premier League.

On 31st December 2023 it was reported by the Daily Mail that Brighton and Spurs could be competing for Rowe's signature during the January 2024 transfer window. The 20 year old would boost both their Premier League and European squads due to his age and nationality. The next club to be linked with him was West Ham on 11th January 2024. The Evening Standard have ruled out a reunion between the East London club and their former player Jesse Lingard amid a growing injury crisis in their forward line, suggesting instead that Rowe is a player of interest. It's believed that David Moyes' side are looking primarily to add home grown players to their squad, with Sunderland forward Jack Clarke another name touted after his impressive start to the campaign. It was claimed that West Ham’s hierarchy have ‘asked to be kept informed of any bids for Rowe in order to avoid missing out on the transfer’. Subsequently Brentford and Aston Villa were also reported to be interested.

At the end of the transfer window, there was reports that Italian side Lazio had made a bid but Rowe wanted to remain in England. Lazio are in the market for an attacking winger in this transfer window, with their current wide attackers failing to impress in Rome so far in Serie A. The report also states that the club have made offers from Sunderland's Jack Clarke and Plymouth Argyle's Morgan Whittaker, as they target three of the most impressive young attackers in the Championship this season.

Rowe made a total of 38 appearances in 2023/24, scoring fourteen goals, as Norwich finished sixth reaching the Championship play-offs, before losing 4-0 to Leeds. This included two months out through injury from 10 February to 13 April.

In the summer of 2024 Norwich rejected a paltry bid of c£7m from Leeds for Rowe before French giants Marseille submitted a bid on 9th August 2024. This supposedly unsettled Rowe who was excluded from the Norwich team that lost 2-0 to Oxford the following day in the first game of the new Championship season. Following talks on Sunday with head coach Johannes Hoff Thorup and sporting director, Ben Knapper, Rowe was not part of the first team squad for the League Cup tie against Stevenage at Carrow Road on 13th August 2024 with Rowe training with the Under-21s. As well as Leeds, Monaco and Rennes were also linked with Rowe.

On 21st August 2024 Marseille finally submitted a bid that was acceptable to the Canaries. It would be an initial loan deal with an obligation to buy that will see Norwich earn a guaranteed £14m, including a loan fee, as well as a potential £3m worth of add-ons based on both player and club performance. City have also inserted a 25pc sell-on clause into the deal. Neither Marseille, Rowe, or City will be unable to break out of the deal—but the payment will be delayed until next summer owing to cashflow and accounting reasons at the French club's end.  Rowe made his debut for Marseille on 25th August 2024 as a substitute in a 2-2 draw with Reims. The transfer was completed on 13th May 2025.

On 28th June 2025 Rowe scored the winner, in the 92nd minute, as England Under-21s beat Germany 3-2 in the final of the UEFA Under-21 European Championships, retaining the trophy that won two years previously. Rowe scored with a header, two minutes after coming on as substitute.