Norwich chief executive David McNally has defended the club's decision to introduce a new home kit for next season.
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.
The Norfolk club have announced a three-year extension of their main sponsorship deal with insurance giants Aviva through to July 2016, and McNally believes they 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 added at yesterday's kit launch and sponsorship announcement: "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."
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what do you think?
Fans don't 'have to' buy the new kit every year if they don't want to. I haven't bought a new arsenal kit since our redcurrent kit from 2006 and noone from the club has stopped me from entering the stadium or supporting the team