Norwich cancel controversial sponsorship deal after ‘sexual adverts’ backlash

Norwich City have announced an end to their partnership with new shirt sponsor BK8 after the company’s promotional videos on Instagram showed models ‘imitating oral sex’.

The club received backlash from fans who were furious at the betting company’s ‘sleazy’ approach to marketing and the club hierarchy’s lack of background checks.

BK8 had images of models in revealing tops while graphic videos showed them imitating oral sex to promote the gambling business.

The club have since released a statement to announce a ‘mutual termination’ of the commercial partnership, citing differing values as the reason while offering an apology to fans.

  • Norwich respond after fans spot new sponsor using models to 'imitate oral sex'

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A statement on Norwich’s official website said: “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, added: “We have worked hard to build trust and engagement through our countless initiatives with our supporters and partners.

“On this occasion, we made an error of judgement. Our standards were not at the levels we demand of our football club.

Do you think clubs should be more wary of partnerships with betting companies? Let us know in the comments section.

“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.”

The Canaries are preparing for a Premier League return after winning the Championship last season, one season after being relegated from the top flight.

A further update on a replacement shirt sponsor is expected shortly.

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