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  1. ITV Report

Sporting and economic blow as Norwich drop out of top flight

Norwich City on verge of the drop Photo: PA

Sunderland 2 West Brom 0 - the result that could cost the Canaries £100 million pounds after their relegation was virtually confirmed.

It could mean an economic dip for the fortunes of the city and county.

"when we went up the conservative estimates would be that it would bring £8 million increase for the city. So we've got to see that that will drop away when they go dowb. however there is much wider branding and marketing issue of the city that will be even harder felt for the business community.

– Stefan Gurney Norwich Business Improvement District
Poyet celebrates survival - a result which condemned the Canaries Credit: PA

That impact could be felt in pubs and hotels. In the three seasons since Norwich won promotion to the Premier League the city's name has become known throughout the world - one of the perks of being a top flight team.

Pretty much every game was sold out but I think that roll-on effect of people coming to Norwich because they are a premiership team and because it's increased profile as being a destination for somewhere to go. People were even visiting Norwich just to see the stadium. It's a sad day.

– Philip Cutter Landlord, The Murderers

The Premier League generates £2.3bn for its 20 clubs, while the Championship creates annual revenues of £476m.

Norwich City's latest accounts showed it earned £79 million in Premier League revenues in the last financial year.

The club will still get around £60 million over four years in parachute payments - from the Premier League to help relegated clubs. And the club is also virtually debt free after years in the red.

And if you're a glass half full type relegation could be a positive thing.

We've been getting beat this season but next season we're more likely to win. So this season we've lost both the battles and the war but next season we're likely to win more battles and potentially the war, in that we might go up again"

– Dr Simon Hampton Psychologist, University of East Anglia