In two of the three previous seasons, Norwich has won the Championship title
Stuart Webber, the sport director at Norwich, says that Chelsea's 7-0 Premier League loss to Norwich was "disgraceful" for the club and "embarrassing".
After being promoted from Championship, Norwich spent approximately 50m on players.
They are currently at the bottom of the table with two points from nine games, and have not won any top-flight matches since March 2020.
Webber stated, "They deserve better but it wasn’t because they didn’t work as hard or weren’t willing to do so."
"Saturday was embarrassing to be honest with our 1,500 supporters who made the trek early in morning.
"When you lose 7-0, everyone will say that they didn't try. It is a common statement but we must change it. It is not possible to go into games and say, "Oh, there's no chance in that game."
Since their campaign's inception, Norwich has faced European champions Chelsea, reigning champions Manchester City and potential title contenders Liverpool.
The Canaries will host Leeds on Sunday, looking to end a 19-match losing streak in the Premier League. Webber is aware of the criticism directed at head coach Daniel Farke as well as their approach to player recruitment.
Webber stated, "We have not come to the league to swap shirts and be tourists. We're here because we know we can compete in this league."
"It frustrates me that football is dominated by one player. We were not successful last year because Daniel [Farke] was there. Instead, we were successful because 300 people worked hard and our players were great.
"We are failing now. This means that we have 300 people who need to do more, and players who need to play more. Anyone who says we don't deserve this level of service is wrong.
"I don't believe it's acceptable for people to claim that we have given up or that we have accepted relegation. This club is too difficult to accept. It hurts, and I had enough. I said that it was too painful and that I felt the need to speak up.
"I don’t believe in being bullied or sitting in the corner while people throw punches, insults, and punches at me. It is time to stand up for yourself.
