According to recent reports, the football club Norwich City, which plays in the Championship in the United Kingdom, has declared that it will "never again have a betting brand" serve as the primary sponsor of its match-day shirts. The club also stated that it now intends to "almost self-regulate" when it comes to choosing partners in this capacity.
A report that was published on Tuesday cites a source as saying that the English side terminated a new season-long 'front-of-shirt' sponsorship arrangement with the Asia-facing online sportsbetting firm at BK8 after only three days of the deal being in effect. Reportedly, this decision was made after it was discovered that the new partner had used highly sexualized images of young women in its social media promotions. These images, which would almost certainly have been banned by the Advertising Standards Authority watchdog in the United Kingdom, had been used by the new partner.
After walking away from a one-year deal that was rumored to be worth up to £5 million ($6 million), Norwich City, a club that spent the previous season playing in the second-tier Championship League after being demoted from the top-tier Premiere League, is said to have signed a similar agreement with the local automotive manufacturer Lotus Cars Limited. However, the team's Commercial Director, Sam Jeffrey, allegedly responded to the ongoing criticism by asserting that the Norfolk side "will never again have a betting brand on the front of our shirts" in "its current structure." This statement was made in response to the criticism that has been leveled against the team.
It has been reported that Jeffrey issued a statement
"There were some sponsorship opportunities specifically in the betting sector, and those earned a larger partnership fee as is the case in businesses such as betting," the sentence reads. "There were also some sponsorship opportunities specifically in the sports betting market." However, as a board and as a club as a whole, we have come to the conclusion that now is the moment to almost self-regulate when it comes to the betting that takes place on the front of our shirts. Therefore, given the current configuration of the club, it is quite unlikely that we will ever again have a betting brand shown on the chest of our shirts.
According to the British Broadcasting Corporation (BBC), Lotus Cars Limited had a sponsorship deal with Norwich City for the "front-of-shirt" for three seasons beginning in 2003. More recently, the team has held similar deals with iGaming businesses Dafabet and LeoVegas. The soccer club that has been around for 120 years is said to have made a statement saying that it was "delighted and happy" to have once again agreed to an agreement with such a "iconic Norfolk brand" since the two organizations "are very much aligned in their wider ambitions and values."
According to reports, for its part and BK8 utilized a statement issued on June 10 by the sports news domain at TheAthletic.com to confirm 'the mutual termination' of their contract with Norwich City. In addition, the company issued an apology "for the social media post produced" by its partners and stated that it will "immediately take steps to modify the way we sell the brand."
According to reports, the statement from BK8 read...
It is crucial that we listen to the views of the fans in the areas that we serve and acknowledge when we are wrong because our primary objective is to provide a secure and regulated betting platform for sports fans. Now that both parties have amicably agreed to discontinue the association, we plan to take steps to demonstrate to football fans that we can grow as a brand by reflecting on and addressing our past failings.
This matter has been brought to the forefront as the 20 clubs that make up the Premier League football competition in the United Kingdom are reportedly debating whether or not to voluntarily forgo having online casino and sportsbetting firms sponsor the front of their match-day shirts. This development has brought this issue to the forefront. A move along these lines would ostensibly head off a recommendation that is anticipated to be made as part of an ongoing "white paper" government review of the nation's iGaming scene. This recommendation would state that it should be prohibited for top-tier sporting organizations to sign "front-of-shirt" marketing deals with iGaming entities.
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