Norwich have had their new shirt sponsor BK8 remove sexually provocative content that was on the company's social media accounts, stressing the material 'does not align with the wider vision and values' of the club.
The Canaries announced the Asian betting firm as their new principal partner for the 2021-22 season on Monday morning.
That was then met with criticism as supporters pointed out some of the company's marketing material online and BK8 have since apologised.
One Instagram account that claims to belong to a BK8 'ambassador' with more than a quarter of a million followers linked directly to hardcore pornography, according to the Athletic.
A Norwich spokesman subsequently said: 'Norwich City are aware of a series of marketing posts across the social media accounts of our new principal partners, BK8.
'These posts and marketing do not align with the wider Norwich City vision and values and we will be reviewing our due diligence process going forward.'
'We accept that this form of marketing isn't befitting of a Premier League partnership.
'We have immediately removed all marketing material of this nature and will conduct a review of our marketing strategy moving forward.'
The Canaries were promoted back to the Premier League at the first time of asking following their relegation from the top flight at the end of the 2019-2020 season.
Daniel Farke's side finished six points clear at the top of the Championship.