Norwich City terminate BK8 Principal Partnership

10 Jun 2021

By: Sport Industry Group

Newly-promoted Premier League side Norwich City have terminated their Principal Partnership with gambling company BK8, which was initially announced on Monday 7th June.

The move comes after negative sentiment from fans over some of the company’s marketing campaigns, which were still seen online. The company caused outrage by using sexualised images of women in its online content.

The company signed a deal to replace fellow betting brand Dafabet on the Canaries’ shirts next season in a one-year deal, however that has now been scrapped while the club also apologised for the partnership in the first place, saying they ‘got it wrong’.

In a statement, Norwich said: “As a club, we’re proud of our place within the local community and our relationship with supporters around the world. We have worked tirelessly for a considerable time building relationships across a wide range of mediums and community projects.

“Whilst we anticipated some negative responses to the announcement of the partnership with a betting company, the club understands the reaction to BK8, their affiliates and other similar brands’ ways of marketing, the values of which do not align with those of the football club.

“On this occasion, we got it wrong. For that, and any offence caused, the club apologises.”

Ben Kensell, COO, Norwich City, added: “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.

“On this occasion, we made an error of judgement. Our standards were not at the levels we demand of our football club.

“We can now only apologise to our supporters and former players, Grant Holt and Darren Eadie, who were across the BK8 promotional launch campaign, for any offence caused.

“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.”

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