Norwich City has announced the immediate mutual termination of a commercial partnership with BK8, citing feedback received from supporters and partners.
Acknowledging that it had “anticipated some negative responses” to the announcement, a statement issued by the recently promoted side says that “on this occasion, we got it wrong” and that for “any offence caused, the club apologises”.
It adds that “we’re proud of our place within the local community and our relationship with supporters around the world”. A further update on a replacement shirt sponsor is set to follow in due course.
Ben Kensell, Norwich City’s chief operating officer, explained: “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.”
On Monday 7 June 2021, Norwich City announced that the online gambling group would become a principal partner for the 2021/22 season, which will see the club return to the Premier League.
The agreement was said to include “bespoke colourway” of the BK8 logo which would feature as the new front of shirt sponsor on City’s first team match and training kits for the new season.