Norwich chief executive Neil Doncaster has refused to comment on claims the club are in takeover talks with insurance billionaire Peter Cullum.
But he told BBC Radio Norfolk that City are actively seeking new investment and owners Delia Smith and Michael Wynn-Jones are considering their options.
"They're looking for people to help or potentially to take over," he said.
"They're in discussions with individuals but people should not be fooled by misleading headlines."
Cullum, a lifelong Norwich supporter and head of the Towergate insurance empire, confirmed in June that he had offered to buy the club but his offer had been turned down.
Doncaster said it was down to the board to decide how the Championship club should move forward.
"We've been linked in the press with a number of individuals, all of whom are wealthy in their own right, but we'll have those conversations," he added.
"The board will make decisions about who we should be talking to and what those individuals can bring in, and they'll take a view about their suitability to be involved in the running of a great football club."
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