Norwich City has signed a deal to build a hotel in the last vacant corner of its Carrow Road ground.
The 145-bedroom Holiday Inn, which will be between the Barclay and Jarrold stands, will have some rooms with views of the Carrow Road pitch.
The club sold the land to a joint venture company, in which it has acquired a 30 per cent stake – Landmark Securities holds 70 per cent.
The club has already benefited from a £1.1m windfall from the land sale, which has been used to finance another stand, and would benefit further if the hotel proves a success through share price increases.