Norwich City confirmed Thursday morning that its main sponsorship with Asian bookmaker BK8 Sports had come to an end.
Fans of the club had unearthed ‘sexually provocative’ social media marketing campaigns broadcast throughout BK8’s networks, prompting considerable condemnation after Norwich City named BK8 as major sponsor on Monday.
Ina statement, Norwich City explained: “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.”
BK8 principles “do not align with those of the football club,” according to the Norfolk team, which achieved promotion back to the Premier League this season.
On the Canaries’ return to the Premier League, BK8 was believed to have signed its biggest UK deal, replacing competition Dafabet as jersey sponsor.
Error of judgement
Norwich City’s relationship with Bk8, which failed to match supporters’ expectations, was dubbed a “error of judgement” by the club’s management.
Norwich City FC commercial director Ben Kensell said: “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.
“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.”