Norwich City Signs BK8 Sports As New Principal Sponsor
Norwich City Football Club signed Asian betting operator BK8 Sports as their new principal partner for the 2021–2022 season. While the team spent one season in the Championship flight, their play this season promoted them back into the Premier League.
Riding on their Premier League return, BK8 Sports gets shirt branding on the Canaries kit. The betting operator also plans to run a wide range of activation for fans, including cryptocurrency promotion.
“BK8 will undoubtedly be a new brand for City fans, however, they’re a well trusted name across Asia,” stated Ben Kensell, chief operating officer at Norwich City. “The Premier League has an accumulative TV audience of over three billion and is broadcast into over a billion homes — a huge proportion of these Premier League fans are based in Asia.
“Supporting BK8 in marketing to this global Premier League fanbase equally affords us as a club the opportunity to further our own exposure and commercial efforts into those markets.”
The deal comes amidst Britain’s ongoing review of their gambling laws which could ultimately result in sponsorship restrictions for betting brands. Kensell stated both Norwich and BK8 were “committed to supporting” the review.
“The industry continues to provide a valuable source of revenue to the club that makes a meaningful difference to our wider objectives as a club,” stated Kensell.
The financial terms of the agreement were not released.
