Floki has signed deals with a number of Premier League teams to promote its upcoming Metaverse game Valhalla. And will become a partner of Nottingham Forest Football, where Valhalla will appear on Sunderland FC jerseys and screen advertisements during all league matches. The team did not disclose the specific cost of the various sponsorships, citing the confidentiality of the deal. However, Sabre, head of marketing, said there was no bidding process because the team had "direct contact" - thus bypassing a crucial step in such deals.