Chief executive David McNally has defended Norwich's decision to introduce a new home kit next season after the club announced a three-year extension of their main sponsorship deal with insurance giants Aviva through to July 2016.
The Canaries have all but secured top-flight status again for 2012/2013, sitting in 11th place on 43 points, some 14 clear of the drop zone, and McNally believes the Norfolk club have to maximise all of their potential revenue streams if they are to become an established member of England's footballing elite.
"When I joined the football club the supporters said to me, 'We are a big football club'. Let me tell you, big football clubs change their kit every year. If we are a big football club then we have to act like a big football club," said McNally, who held similar posts at both Celtic and Fulham.
"If we don't, we are at a competitive disadvantage to other big football clubs and the vast majority of supporters prefer the kit to change every year."
McNally, however, accepted the move would leave some supporters less than impressed at having to pay out for a new replica strip again after just 12 months.
The Norwich chief executive, speaking during the kit and sponsorship announcement, added: "There will be some, I am sure, who will say they would prefer us not to, possibly for economic reasons and I have every sympathy there, but if every other big football club is changing their kit every year, we can't put ourselves at a competitive disadvantage."