TOM Smith says commercial support is crucial for Norwich City to achieve their targets on the pitch.
The Club on Thursday unveiled a new long-term stand partnership with Norwich-based national security provider Regency Security Services, adding to its ever-growing partnership portfolio.
Director Smith launched the new deal at Carrow Road alongside City captain Russell Martin, iconic former striker Grant Holt and representatives from Regency.
He said: "We’re a self-funding club so it’s vitally important that we have these long-term deals in place.
"It makes sure that we can give Stuart (Webber) and his team on the football side of the business the resources they need to be as competitive as they can be.
"I’m really delighted today to welcome Regency to the stable of sponsors that we have locally, regionally and nationally.
"We get our primary income from TV revenue, from our fantastic fanbase who once again have bought enormous numbers of season tickets, but it’s also really important that we forge strong, mutually beneficial partnerships with as many members of our business community as we can."
Smith believes sponsors are keen to be associated with the Canaries because of a number of reasons, adding: "We’re very lucky at Norwich City because we have a unique identity and a wonderful supporter base.
"Sponsors and businesses recognise that, they understand our values as a club. They want to be with us and I’m delighted that Regency are going to be part of that team.
"We have a very talented commercial team led by Ben Kensell. Ben and his team have put together this package, and they’ve built all sorts of relationships with businesses throughout Norwich and across the country.
"That helps us drive the business forward which helps us be successful on the pitch."