Norwich City has announced that online gambling group BK8 Sports as a principal partner for the 2021/22 season, which will see the club return to the Premier League.
The agreement will see a “bespoke colourway” of the BK8 logo feature as the new front of shirt sponsor on City’s first team match and training kits for the new season.
“We’re delighted to welcome BK8 as our new principal partner. It is excellent that they see the value in working with Norwich City,” stated Ben Kensell, chief operating officer at Norwich City.
“BK8 will undoubtedly be a new brand for City fans, however, they’re a well trusted name across Asia. 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.
“Both the club and BK8 are committed to supporting the ongoing review into betting and sports sponsorship. The club continues to adhere to both an internal code of conduct, as well as the policies and guidelines put in place by the Betting & Gaming Council, when carrying out marketing campaigns with betting and gaming brands.
“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.”
BK8 Sports says that it boasts “serious ambitions” to grow its brand and customer base on a global basis, and hopes that the partnership will “increase exposure by promoting cryptocurrency to a wider audience”. In 2020, BK8 launched its cryptocurrency payment gateway to support digital currencies like Bitcoin, Ethereum and USDT.
As part of the expansion, former Norwich City player Darren Eadie has joined the company as brand spokesperson, where he will help support and drive engagement both nationally and internationally for the business.
On behalf of BK8, Eadie added: “We are delighted to announce our partnership with one of the most driven and forward-thinking teams in English football.
“BK8 shares the club’s aspiration to seek continuous improvement. It is the undying desire to achieve greater heights in an unforgiving environment that brought us together.
“We’re all really looking forward to the season ahead with Norwich City back where they belong, in the top-flight.”
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