THE CANARIES' main sponsors Aviva today became the first supporters of the Club's new 'We're Backing City' initiative.

The Club is working hard with all of its business partners, clients and suppliers to see if they can identify pro-active ways they can help during this challenging time for Norwich City.

Aviva have gone the extra mile by agreeing to extend their sponsorship of the Canaries to a fourth year and taking on sponsorship of the Geoffrey Watling City Stand.

Other partners of the Club are following suit by negotiating new deals, re-negotiating existing deals and exploring ways to help the Canaries cut their costs.

Any companies who are able to support the initiative will be able to use the 'We're Backing City' logo in their publicity material.

City Chief Executive David McNally said anything companies can do to help in this tough general economic climate was hugely appreciated and would genuinely help to make a positive difference for the Club.

He commented: "We know it's a challenging time for a lot of people and businesses at the moment, so absolutely anything they can do to help Norwich City is very welcome indeed.

"Whether it's new business, renewing or renegotiating a contract, or helping us to look creatively at costs, this will make a significant contribution to our financial position.

"This in turn will assist us in our over-riding objective of putting everything we can into Bryan Gunn's playing budget, to enable him to field the most competitive squad possible as we aim for promotion back to the Championship."

"The wonderful support of our 18,500 season ticket holders has once again been matched by fantastic support from our partners and friends in the local business community and all of us want the same thing - Championship football back at Norwich City as soon as possible.

"By working together we maximise our chances of achieving that goal.

"Our sincere thanks to Aviva and to the other partners whose support for the Club over the years has been, and will continue to be, vital."