Norwich City faces backlash over BK8 sponsorship  

June 9, 2021

Just a day after announcing Cambodia-based BK8 as its new principal partner for the 2021/22 season, Norwich City has come under severe scrutiny from fans and critics alike.

The Asian betting firm has come under fire for posting sexually explicit content on one of its social media accounts.

The posts were made as a part of BK8’s own marketing campaign initiative. However, the Norwich City fans were not pleased to see their club making such links.

Several supporters took to their social media accounts to criticise the Canaries for striking a deal with the betting firm after finding out that the company had used adult content to promote itself.

A similar situation came to light back in 2019 when 1XBET was dropped by Liverpool, Chelsea and Tottenham Hotspur in September.

Following the reaction from the fans, Norwich made sure its new partner removed the explicit content from its social media accounts and stressed to the supporters that “it did not align with the wider vision and values of the club.”

A Norwich spokesman subsequently addressed the issue: “The club worked swiftly with BK8 to remove the posts following the announcement of the new Partnership.

“These posts and marketing do not align with the wider Norwich City vision and values and we will be reviewing our due diligence process going forward.”

BK8, on the other hand, also issued a statement apologising for any offence caused. The company said: “Following concerns and issues raised by Norwich City Football Club and its supporters following an announcement this morning, BK8 would like to wholeheartedly apologise for any offence caused by our historical marketing.

“We accept that this form of marketing isn’t befitting of a Premier League partnership. We have immediately removed all marketing material of this nature and will conduct a review of our marketing strategy moving forward.”

The deal will see BK8 replacing another betting firm, Dafabet, who had a three-year deal with the Canaries but both parties decided to prematurely end their association with 12 months remaining.

Other club partnerships that appear on City’s kits and facilities include local motoring company Lotus, Woodforde’s Brewery, Alan Boswell Group and Green Farm Coffee.

Badu Sports – which focuses on creating life changing opportunities for the young people from the underprivileged parts of the UK – will also feature on the home and third kits as a part of a three-way partnership with gaming advertising technology firm Bidstack.

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