Norwich City is delighted to announce BK8 Sports as the club’s new principal partner for the 2021-22 season.

As part of the agreement, a 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 new season.

BK8 Sports already hold a strong position within the Asian betting market and has serious ambitions to continue to grow its brand and customer base through its partnerships within the Premier League and form strategic associations with recent trophy-winning clubs.

In 2020, BK8 launched its cryptocurrency payment gateway to support digital currencies like Bitcoin, Ethereum and USDT. In a society where cryptocurrency continues to emerge as a major currency, BK8 hopes that this partnership will increase exposure by promoting cryptocurrency to a wider audience.

A broad range of engaging and powerful activations for supporters are lined up for release over the course of the partnership.

Ben Kensell, chief operating officer at Norwich City, said: “We’re delighted to welcome BK8 as our new principal partner. It is excellent that they see the value in working with Norwich City.

“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.

“Both the club and BK8 are committed to supporting the ongoing review into betting and sports sponsorship. The club continues to adhere to both an internal code of conduct, as well as the policies and guidelines put in place by the Betting & Gaming Council, when carrying out marketing campaigns with betting and gaming brands.

“The industry continues to provide a valuable source of revenue to the club that makes a meaningful difference to our wider objectives as a club.”

As part of the expansion growth strategy, Norwich City legend Darren Eadie has joined BK8 as the brand spokesperson, helping support and drive engagement both nationally and internationally for the global development of the business.

On behalf of BK8, Eadie said: “We are delighted to announce our partnership with one of the most driven and forward-thinking teams in English football.

“BK8 shares the club’s aspiration to seek continuous improvement. It is the undying desire to achieve greater heights in an unforgiving environment that brought us together. We’re all really looking forward to the season ahead with Norwich City back where they belong, in the top-flight.”

CEO of Outlast Sports and Entertainment, Salauddin Sinnakandu, who helped bring the two organisations 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.”