It has hosted joy and despair in the highs of promotion and lows of relegation for more than a decade, but this summer marks the end of the Jarrold Stand.
The partnership between Norwich City and the retailer has survived the changing fortunes on the pitch, but now the club have decided to take a different direction in sponsorship of the old South Stand.
Family-owned local business Jarrold have lent their name to the iconic stand since 2004, riding the rollercoaster of emotions alongside fans through four promotions, five seasons in the top flight of English football, and four relegations.
On January 31 2004, Carrow Road opened the gates to the brand new South Stand for the league fixture against Sheffield United, with the official opening against West Ham on February 21 2004.
The stand would hold 8,212 City supporters and help increase the ground's capacity to over 25,000.
'We are very proud of our long history of supporting the football club,' said a spokesperson for the Jarrold Group.
'The club has however taken the decision to exercise their right to engage in a new deal with another business to sponsor the stand going forward. We wish everyone involved with Norwich City every success on the pitch in 2016/17 season and the business will remain a firm supporter of the club on and off the field.'
The club said they were grateful for the crucial support from Jarrold over the last 12 years.
Norwich City's director of commercial Ben Kensell said: 'The support we have received from Jarrold over the years has been invaluable and they have been a fantastic partner of the club.
'At the football club we are so lucky to have such loyal support from established businesses in East Anglia and Jarrold has really stood by us through the ups and downs.
'We are immensely grateful for their backing through thick and thin since they came on board as stand sponsors 12 years ago. The relationship is strong between us and we will continue to support Jarrold as they support the football club.'
The new south stand partnership will be announced later in the summer as the club also prepare to unveil the new kit sponsor.
The eight year deal with Aviva has also come to an end this summer, with the insurance giant instead taking up a three-year project as the Canaries official community partner.
12 years of the Jarrold Stand
The Jarrold Stand has been in use for over 12 years at Carrow Road, ever since the £8m project was completed in February 2004.
The redevelopment of the old South Stand saw a new structure containing an initial 8,212 seats for spectators, including a block of 295 executive seats, to take the stadium's capacity up to 24,369.
With a further 1,700 added by the corner infill between the Jarrold and the Norwich & Peterborough stands, known as the Aviva Community Stand now, in 2005 and further small additions the capacity of Carrow Road is now just over 27,200.
The stand was first used for a match in February 21, 2004, when the Canaries took on West Ham United in a Nationwide League Division One clash.
Former Canaries and Hammers boss Ken Brown was fittingly asked to officially open the new stand, as season ticket holders were able to return to their seats midway through the 2003/04 season.
Less than three months later City were celebrating winning the title and securing promotion to the Premiership.
The exterior of the new stand featured over 2,000 bricks emblazoned with the names of Canaries supporters who took part in an 'On the Wall, City' promotion.
Three television gantries attached to the stand's cantilever roof provided a new perspective of the Carrow Road action for armchair viewers – although this was upgraded in the summer of 2013 to a new gantry which stretches almost the entire width of the stand.
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