BK8 has vowed to “listen to the voices of the fans in the communities we serve and recognise when we are wrong,” after the group saw its commercial partnership with Norwich City mutually terminated after just three days.
The firm says that a portion of the funds intended for the sponsorship will be donated to charity, which is intended as the first step in a journey to “win back the trust of Premier League football fans”.
The online gambling group was named a principal partner of the Premier League bound club on Monday 7 June, however, fan backlash began almost immediately due to provocative social media content.
The agreement was said to include a “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.
Issuing an apology for the “social media content published by affiliates of BK8 which has caused offense,” the firm says that it has taken immediate steps to change the way that it markets the brand.
“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,” a statement issued by BK8 says.
“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.”
Yesterday, a statement issued by Norwich City acknowledged that it had “anticipated some negative responses” to the announcement, adding that “on this occasion, we got it wrong” and that for “any offence caused, the club apologises”.
It moved on to comment 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.