SATURDAY'S game against Charlton Athletic saw the Grosvenor Casino in Great Yarmouth become the latest supporter of the We're Backing City campaign.
Located on the seafront the casino is one of 34 clubs under the Grosvenor and G Casino brands in England and Wales.
The locally-based casino has this season increased its working relationship with the Football Club through matchday sponsorship opportunities and is investigating undertaking a pilot telesales campaign with the Club's Yellow and Green Telemarketing team.
Grosvenor Casinos will also help support Delia's Canary Catering by providing games tables for special events at Carrow Road.
Saturday's game saw the first of three forthcoming Matchball Sponsorships by the organisation, providing them the opportunity of bringing their guests to enjoy football at Carrow Road.
Steve Small, General Manager of Grosvenor Casino Great Yarmouth said: "We're delighted to be involved locally in what is a big catchment area for us within the East Anglia region.
"We have many customers in the Norwich and Norfolk area and this gives us the opportunity to promote our organisation to both domestic and business customers. We very much hope to see a return for the Club to the higher divisions and hope our support can help assist that."
Ann Cullum, Norwich City Telesales Team Leader said: "We're delighted to get Grosvenor Casino on board and seeing a new business here at Carrow Road. The Matchball sponsorships should give them a fantastic opportunity to enjoy matchday hospitality and we're looking forward to working on other areas with them over the forthcoming season."
The 'We're Backing City' campaign was launched at the beginning of July, with the Club 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.
Main Club sponsors Aviva kicked off the initiative 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.
