SBC News Voice of the Sports Betting Industry
Norwich City has this morning announced that it has terminated its principal sponsorship with Asian facing bookmaker BK8 Sports.
The sponsorship, which was confirmed on Monday, had been met with widespread criticism by fans of the club, who had uncovered ‘sexually provocative’ social media marketing campaigns published across BK8’s channels.
Issuing a morning statement, Norwich City detailed – “The club and BK8 have taken on board feedback from its supporters and partners, and after continued discussions we have agreed to immediately end the partnership.”
The Norfolk club, who won promotion back to the Premier League this season, underscored that BK8 values ‘do not align with those of the football club’.
BK8 was reported to have signed its biggest UK sponsorship, replacing competitor Dafabet as shirt sponsor of the Canaries on their return to the Premier League.
Norwich City management branded its partnership with Bk8, as an ‘error of judgement’ due to failing to meet supporters’ expectations.
“We have worked hard to build trust and engagement through our countless initiatives with our supporters and partners. We place huge value on our open and honest relationships with our community and supporters,” declared Norwich City FC commercial director Ben Kensell.
“As a self-financed club there is always a fine balance between generating the revenue levels required to help maintain that model, whilst working within our visions and values.
“We remain highly committed to diversity and equality across our football club and its community. We want to continue to embed a highly inclusive culture across the club, together with an accessible and welcoming environment free of demeaning and discriminatory behaviours.”
