Burnley and Huddersfield Town to continue controversial BK8 partnerships

Burnley and Huddersfield Town will stand by controversial Asia-facing operator BK8 despite a history of using sexual imagery to promote the brand, EGR understands. Burnley inked a partnership with BK8 on 4 August for the firm to become its official training wear partner, with BK8 also donating £15,000 to the club’s official charity as part of the deal. Huddersfield first partnered with BK8 December 2021 to become the Yorkshire side’s global betting partner, with that agreement expanded this summer to add BK8 as the Huddersfield Town Women’s front-of-shirt sponsor. As part of the operator’s relationship with Huddersfield, BK8 has pledged financial support to Her Game Too, a charity that supports young girls’ involvement and access to football. The commercial agreements come one year after Norwich City were forced to drop BK8 as its front-of-sponsor after just three days. Images began to emerge of BK8 using highly sexualised images of young women to promote its products on social media, namely Instagram. At the time, The Athletic reported the Instagram account of one BK8 brand ambassador, with more than a quarter of a million followers, was linked directly to hardcore pornography. The offending posts have since been deleted by BK8. In addition, the operator has named former Arsenal stars Kelly Smith and Faye White as brand ambassadors. BK8 European MD Michael Gatt said: “We are delighted to have Faye join our iconic team of ambassadors. Our latest club partnerships and £30,000 of donations to their chosen charities demonstrates our ongoing, long-term commitment to help empower women through grassroots football.” A Burnley spokesperson told EGR: “The club have no further comment on the announcement. The detail was covered in the release that was published on our website on the 4 August. The story includes detail of the charity donation BK8 have given as part of the partnership.” Huddersfield did not provide a comment when approached by EGR.