THE latest company to join the We're backing City campaign is long-standing partner The Mall, Norwich.

The Norwich-based shopping centre has added to its support of the Football Club by becoming match sponsors for this Saturday's game with Swindon Town at Carrow Road. The Mall has supported the Club's Football in the Community team for a number of years and are the current Premier Partner for their Schools Sports Programme.

In addition the Club's Canary Store has been based in The Mall for over 10 years, selling Norwich City merchandise and providing ticketing services for fans in the city centre.

Delighted to be joining the campaign, General Manager of The Mall Norwich, Alan Day said: "We are proud to be involved with Norwich City and to help in whatever way we can. It's good to get behind them and we hope other businesses and organisations do the same."

Norwich City's Head of Sales and Marketing Will Hoy added: "The Club has worked with The Mall for a number of years, it's where our city centre shop is which helps us to drive ticket and shop sales, particularly for gift buyers.

"Our thanks go out to Alan and his team for their continued fantastic support of Football in the Community and for sponsoring this Saturday's match against Swindon. We hope they enjoy a memorable day here at Carrow Road."

Pictured are Ann Cullum of Yellow and Green Telemarketing and Alan Day of The Mall, Norwich.

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.