After the group’s business deal with Norwich City was amicably terminated after only three days, BK8 has promised to “listen to the voices of the fans in the communities we serve and recognise when we are wrong.”
According to the corporation, a percentage of the sponsorship revenue would be donated to charity, which is the first step in a path to “win back the trust of Premier League football fans.”
Controversial social media posting
On Monday, June 7th, the online gambling company was appointed a main partner of the Premier League-bound club, but fan backlash began almost immediately as a result of controversial social media postings.
The agreement was stated to include a “bespoke colourway” of the BK8 emblem that would appear as the new front of shirt sponsor on City’s first team match and training shirts for the upcoming season.
The company says it has taken quick steps to modify the way it distributes the brand, apologising for “social media content published by affiliates of BK8 which has caused offence.”
Learning from mistakes
In a statement BK8 said: “Now that the partnership has been mutually terminated, we intend to take actions to show football fans that we learn from our mistakes and improve as a brand.
“BK8 commits to the fans that we will inject a portion of these sponsorship funds back into relevant charities and associations.
“This marks the first step in our journey to win back the trust of Premier League football fans, as we work hard to ensure that football sponsorship money is invested back into fan communities which matter most.”
Norwich City stated in a statement released Thursday that it had “anticipated some negative responses” to the announcement, adding that “on this occasion, we got it wrong” and that the club “apologises” for “any offence caused.”
“We’re proud of our place within the local community and our relationship with supporters around the world,” it continued. A further update on a substitute shirt sponsor will be provided as soon as possible.