It is a brand tied to a golden era for the Canaries - but, as of next season, the Norwich and Peterborough Stand will be no more.
Instead for the 2017/18 season at Carrow Road, the old River End will bear the name of Regency Security, a firm best known for providing door staff and event security in Norwich and across the country.
And Norwich City FC director Tom Smith said the deal would form part of 'the bedrock of the way the club is funded' and help sporting director Stuart Webber rebuild the squad.
Regency Security owner Gary Powers, originally from Essex, said he had come to the city with the opening of Mercy nightclub and had soon become a firm fan, attending every match at Carrow Road.
The company has already provided security for the Rod Stewart concert at the ground in 2016, and has now signed a five year deal to sponsor the River End and provide match day security.
They also have the contract for the upcoming Take That concert.
'I have a vested interest in the city as a business owner of not only Regency, but also BOND and Mantra, so when the opportunity arose to become an official partner of NCFC I was naturally very interested,' said Mr Powers.
'I am based in Essex but the business came to Norwich with the opening of Mercy nightclub. We look after other football stadiums including West Ham, and do concerts and events all across the country. I have now bought a house in Norwich and I am very passionate about the city and the football club, so it was time for me to give something back to the city.
'It will always be known as the River End and I am quite happy with that. We employ 200 people in the city centre, and this is about brand awareness. It is a proud time for me and my family to be associated with the club.'
The partnership was officially launched today with director Tom Smith, City captain Russell Martin and Canaries icon Grant Holt in attendance.
Mr Smith said he was 'delighted' to announce the new deal which would 'ensure we can give Stuart Webber and his team the resources to compete as strongly as we can next season.'
'As a club we are self funding so it is vitally important we make the most of our relationships with our sponsors, alongside our fantastic support, with our season ticket business which is looking to be incredible next year. That is the bedrock of the way the club is funded.
'I am very confident in this relationship which has been developed over a sustained period of time.
'They are based out of East Anglia and have operations both here and nationally. We are in a position to help them grow their profile and I am sure they will be a fantastic long term partner for this club.'
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