A man in his 40s died after getting into difficulty while kite surfing off the coast at Hunstanton.
It happened just before 3pm on Saturday when Humber Coastguard received multiple 999 calls from the public on the beach.
The Coastguard requested the launch of Hunstanton RNLI inshore lifeboat and Hunstanton Coastguard Rescue Team was sent to the beach.
The kite surfer, a man in his mid 40s, was recovered unconscious from the water by other kite surfers.
Coastguard rescue officers and lifeboat crew carried out CPR on the man, who was taken to hospital by the East of England Air Ambulance.
Geoff Needham, from Hunstanton Lifeboat, said it was later confirmed the kite surfer had died.
He said: 'Our thoughts and deepest sympathies go out to the family and relatives, so tragic that a sporting activity should end so tragically.'
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