Norwich City has terminated its sponsorship deal with bookmaker BK8 Sports.
The sponsorship deal, which was confirmed last Monday, had been met with widespread criticism by fans of the club, who had uncovered “sexually provocative” social media marketing campaigns published across BK8’s channels.
“The club and BK8 have taken on board feedback from its supporters and partners, and after continued discussions we have agreed to immediately end the partnership,” Norwich City said.
Ben Kensell, chief operating officer of Norwich City, said: “We have worked hard to build trust and engagement through our countless initiatives with our supporters and partners. We place huge value on our open and honest relationships with our community and supporters.
“As a self-financed club there is always a fine balance between generating the revenue levels required to help maintain that model, whilst working within our visions and values.
“On this occasion, we made an error of judgement. Our standards were not at the levels we demand of our football club.
“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.
“We remain highly committed to diversity and equality across our football club and its community. We want to continue to embed a highly inclusive culture across the club, together with an accessible and welcoming environment free of demeaning and discriminatory behaviours.”