Norwich City has terminated its sponsorship deal with BK8 Sports, just days after announcing the company as its new principal partner for the upcoming season.

The newly-promoted Premier League club announced BK8 Sports as its new partner on Monday, but immediately came under fire from many fans, who noted that the Asian firm was posting sexually explicit content on one of its social media accounts.

On Tuesday, the club assured fans that its new sponsor had removed the explicit content from its accounts, but today it has terminated the deal altogether.

A statement on the club's official website said: “Norwich City can announce the mutual termination of the club's commercial partnership with BK8.

“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.”

On Monday, BK8 apologised for “any offence caused by our historical marketing,” while Norwich City COO Ben Kensell has since apologised to the club’s supporters and former players Grant Holt and Darren Eadie, who were part of the marketing campaign.

“We have worked hard to build trust and engagement through our countless initiatives with our supporters and partners,” said Kensell. “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, while 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.”