Norwich City Football Club yesterday announced that after many years of fantastic support, we are bidding farewell to one of the Club’s longest-serving partners – Jarrold.

On January 31 2004, Carrow Road opened the gates to the brand new South Stand for our league fixture versus Sheffield United, with the official opening taking place against West Ham on February 21 2004. The impressive stand would hold 8,212 City fans and help increase the ground’s capacity to over 25,000, simultaneously changing the landscape of Carrow Road and the city of Norwich.

Family-owned local business Jarrold have lent their name to the iconic stand for over a decade, riding the rollercoaster of emotions alongside supporters through four promotions, five seasons in the top flight of English football, and four relegations.

“We are very proud of our long history of supporting the football club,” said a spokesperson for the Jarrold Group. “The club has however taken the decision to exercise their right to engage in a new deal with another business to sponsor the stand going forward. We wish everyone involved with Norwich City every success on the pitch in 2016/17 season and the business will remain a firm supporter of the club on and off the field.”

Support from local businesses has always played a crucial part in City’s success, and everyone at Norwich City Football Club offers their sincerest thanks to Jarrold for their outstanding contribution over the years.

Norwich City's Director of Commercial Ben Kensell said: "The support we have received from Jarrold over the years has been invaluable and they have been a fantastic partner of the Club. At the football club we are so lucky to have such loyal support from established businesses in East Anglia and Jarrolds have really stood by us through the ups and downs”

"We are immensely grateful for their backing through thick and thin since they came on board as stand sponsors 12 years ago. The relationship is strong between us and we will continue to support Jarrold as they support the football club"

An announcement on a new sponsor for the South Stand will be made in due course the club has said