Monday, 07 Jun 2021
Norwich City swoop for BK8 Sports shirt sponsorship deal

Asian betting operator replaces Dafabet in one-year partnership. 

  • Activations include promoting cryptocurrency
  • Norwich and BK8 “committed to supporting” review into betting and sports sponsorship, says club COO

Newly promoted English top-flight soccer club Norwich City have named Asian betting operator BK8 Sports as their new principal partner for the 2021/22 season.

As well as front of shirt branding on the Canaries’ kit for their return to the Premier League, BK8 will run a range of activations for fans over the course of the partnership, including promoting cryptocurrency.

Financial terms of the deal were not released. BK8 replaces Dafabet, another betting firm, as Norwich’s main sponsor after the Philippines-based company’s two-year contract expired at the end of the 2020/21 season. At the time, Norwich described their tie-up with Dafabet as a ‘club-record’ agreement.

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“BK8 will undoubtedly be a new brand for City fans, however, they’re a well trusted name across Asia,” said 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 arrives amid an ongoing review into Britain’s gambling laws, which could result in sponsorship restrictions in sport for betting brands. Kensell said both Norwich and BK8 were “committed to supporting” the review.

He added: “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.”

Transferred From SportsProMedia