Justin Fashanu, the only openly gay British footballer who took his own life in 1998, began his career at Norwich, who have a banner in his honour sponsored by Norwich Pride at Carrow Road and back the Justin Campaign.
Yet the Canaries will not be part of Stonewall's bid to get the UK's professional footballers to wear rainbow laces this weekend.
Norwich have discussed the matter with Stonewall, explaining that the organisation's partnership with Paddy Power conflicts with their own relationship with SBOBET and use of the promotional material would set a precedent other good causes would attempt to follow.
The Premier League has left the decision to individual clubs and Norwich have opted not to partake in Stonewall's initiative in their clash with Aston Villa.
Speaking ahead of the fixture at Carrow Road, Canaries boss Chris Hughton said: "It's something that we very much support.
"We have a very good record here at Norwich City Football Club, but the Premier League did put out a statement today and we, of course, would have to support what the Premier League say in that statement.
"This is very much a decision that the club have made. We have to do what is right (for us)."