June 8 – Premier League returnees Norwich City will be arriving back in the top tier with a new shirt sponsor. Online betting brand BK8 Sports will be the club’s new principal partner in a one-season deal estimated at £4 million.
BK8 Sports – which takes over from Dafabet – is focussed on the Asian betting markets and is looking to grow that customer base customer base through its partnerships within the Premier League. The Premier League boasts an accumulative TV audience of over three billion with a major proportion of that in Asia.
Under the Norwich bespoke colourway of the BK8 logo will feature as the new front of shirt sponsor on both City’s first team match and training kits for the 2021-22 season.
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…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.”
In 2020, BK8 launched its cryptocurrency payment gateway to support digital currencies like Bitcoin, Ethereum and USDT. BK8 is keen to promote the use of cryptocurrency to a wider audience.
The partnership with Norwich will include a number of marketing activations aimed at local supporters.
Salauddin Sinnakandu, CEO of Outlast Sports and Entertainment, who put the deal together, said: “The synergy between the two brands and the voracious appetite to engage the supporters in Asia meant it was a no brainer to bring them together and to later help build activation programmes in the region for both brands.”
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