The insurance giant will instead become the official community partner of the Canaries, in a new three-year deal aimed at helping local causes.
Aviva said it was not a cost-based decision, and would remain closely involved in the club, continuing to sponsor the Community Stand at Carrow Road.
And Norwich City chief executive David McNally said work was already under way to secure the next main club sponsor for the 2016/17 season onwards. “This new deal with Aviva is our eighth major new partnership of a record-breaking summer for our commercial team,” he said.
“Aviva have been with us on a rollercoaster of a journey from League One to the Premier League and we thank them for their phenomenal support and look forward to the next three years.”
Aviva became main club sponsor of the Canaries in 2008 and in April 2012, when the club began a second season in the Premier League, extended the deal by another four years.
Since becoming sponsor, Aviva has donated its shirt sponsorship for one game each season to charity.
Mr McNally said: “This new chapter in our excellent partnership with Aviva is great news as not only are they staying on board as a major backer of the club, but they are also going to work closely with us and continue to support our work in the community, which is so much a part of what the football club and Aviva are about.”
A spokesman from Aviva said it would remain deeply involved in the club, but that more resources could now go to into community projects.
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