Norwich started off the 1965 – 66 campaign on the back of good form; however they could only manage of 13th place finish at the end of the season, which proved to be the last year that saw Ron Ashman in charge at the club. Lol Morgan took over in charge at Norwich City in 1966 and his first season in charge saw the canaries finish off the term in a decent 11th position. They also reached the fifth round of the FA Cup, however suffered defeat against Sheffield Wednesday in the last sixteen. Ashman took the club in to the top ten the following years as they finished off the 1967 – 1968 season in ninth place.
Lol Morgan left the managerial post at Norwich in 1969 and his last season in charge saw Norwich reach the fourth round of the league cup, suffering defeat against Southampton and finished off the league in the 13th place. Duncan Forbes and Terry Allcock were in outstanding form for the club.
Ron Saunders took over the post as manager at the club at the start of the 1969 – 1970 season and Norwich finished off the campaign in the top half of the table, an eleventh position finish.