Norwich CANCEL sponsorship deal after fan backlash over porn marketing

Norwich City CANCEL sponsorship deal with Asian betting firm after fans complained about explicit images, simulated sex acts on a sausage and porn links as Premier League club admit ‘we got it wrong’

  • Norwich cut ties with their controversial sponor after backlash from fans
  • The Canaries announced Asian betting firm BK8 as their new partner on Monday 
  • But fans pointed out some of the company’s marketing material online 
  • The company apologised for any offence caused and removed the material 
  • But the uproar has now seen Norwich sever ties and admit they got it wrong 

Norwich have completely cut ties with their new sponsor BK8 after backlash from fans following complaints over provocative marketing from the betting company – such as simulated sex acts with a sausage.

The Canaries announced the Asian betting firm as their new principal partner for the 2021-22 season on Monday morning but the newly promoted side now admit they ‘got it wrong’.

The sponsorship announcement was met with criticism as supporters pointed out some of the company’s marketing material online and BK8 apologised, removing some of the offensive content. Now, Delia Smith, the club’s joint-majority shareholder and the powers that be have decided to kill the deal. 

Norwich have cut ties with their new shirt sponsor BK8 after fan uproar over sexual marketing

The company used provocative images and videos to promote their services on social media 

The Canaries announced the Asian betting firm as their new principal partner but then cut ties

One Instagram account that claims to belong to a BK8 ‘ambassador’ with more than a quarter of a million followers linked directly to hardcore pornography.

On BK8’s Thai language YouTube channel, there was a video posted in 2019 with half a million views showing four young women simulating a sex act on a sausage. The clip was made private on Monday afternoon and subsequently taken down. 

Another video, also removed on Monday, showed women simulating sex but without the nudity that would have triggered YouTube’s strict filters. 

Influencers working for BK8 on TikTok still had provocative videos up on their accounts. 

A spokesman for the club subsequently said: ‘Norwich City can announce the mutual termination of the club’s commercial partnership with BK8.

‘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.

‘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.’

Norwich City’s chief operating officer, 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.

‘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.’

‘A further update on a replacement shirt sponsor will follow in due course.

The Canaries were promoted back to the Premier League at the first time of asking following their relegation from the top flight at the end of the 2019-2020 season.

Daniel Farke’s side finished six points clear at the top of the Championship. 




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