Recently promoted Premier League side Norwich City has penned a one-year deal with Asian betting partner BK8 sports. BK8 will operate a variety of activations for supporters throughout the length of the partnership, including promoting cryptocurrency, in addition to the front of the shirt advertising on the Canaries’ clothing for their comeback to the Premier League.
BK8 Sports already has a significant presence in the Asian betting market, and it has big plans to expand its brand and client base by partnering with Premier League clubs and forming strategic alliances with recent trophy-winning clubs.
The deal’s financial information has yet to be revealed. After the Philippines-based company’s two-year agreement runs out at the end of the 2020/21 campaign, BK8 has taken over as Norwich’s principal sponsor. Norwich City referred to their deal with Dafabet as a “club-record” deal at the time.
Ben Kensell, chief operating officer at Norwich City said, “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.”
The agreement comes amid a reassessment of the United Kingdom’s betting rules, which might lead to commercial limits in sports for betting companies. Both Norwich and BK8 are “committed to supporting” the review, according to Kensell.
“The industry continues to provide such a crucial source of cash to the team that makes a significant impact to our overall goals as a club.”
Norwich City great Darren Eadie has joined BK8 as the corporate spokesman as part of the company’s expanding growth plan. Eadie will help in promoting and facilitating communication both domestically and internationally for the company’s worldwide development.